Foxtel’s new streaming platform Binge has rolled out its first brand campaign and TV commercial.
The We’re for the Bingers platform, developed with The Hallway, will push the new service as an escape from everyday life and a place for unapologetic pleasure for Australians. With the tagline Unturnoffable, the campaign rolls out across TV, print, out-of-home, radio and social from today.
Foxtel, majority-owned by News Corp, launched Binge this Monday in an attempt to grab subscribers in the streaming battle. The platform, boosted by exclusive HBO content, is competing with established players such as Netflix and Stan, as well as more recent entrants such as Disney+.
Binge CMO Louise Crompton says the campaign works to establish Binge’s unique personality in a crowded market.
“Binge speaks to the heart of what great entertainment viewing is about, something that is so good you can’t switch it off,” Crompton says.
“Binge is the friend who is an unashamed advocate of a bit of self indulgence, and is never short of a cheeky come-back for those people in life who try and tell us what we should or shouldn’t do.”
Independent full-service agency The Hallway, which was appointed to launch the Binge brand following a competitive pitch, developed the campaign, and has also led the media strategy and channel planning. The campaign strategy was finalised in late March, but the outbreak of coronavirus meant plans for launch needed to be revisited.
“We were about to go into production on a large scale TVC when the country went into lockdown, which meant we needed to change our whole direction pretty much overnight,”says Simon Lee, The Hallway ECD and partner.
“The team jumped straight into re-conceptualising and planning a brand launch in this new world we found ourselves living in. The resulting campaign is a testament to the agility of our teams and a great collaborative relationship.
“We live in a world that celebrates go-getting, constant achievement and self-improvement. Binge is a brand that sticks two fingers up at this, instead celebrating the unapologetic indulgence of lounging in tracky dacks, ugg boots and a hoodie, watching back to back seasons of your favourite show. We’re not just saying it’s okay to binge, we’re giving it a noble status.”
Print ad for Binge's new campaign
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.