Fetch launches 'The Way to Watch' via Today the Brave

30 August 2023

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Designed to save Australians from TV purgatory.

Fetch TV, the local aggregation platform committed to helping customers simplify their viewing experience, is rolling out a multi-platform campaign positioning Fetch as 'The Way to Watch'.

The campaign was developed in partnership with Today the Brave, and timed to coincide with the launch of Fetch with Telstra.

Firmly establishing Fetch as the way to get back to enjoying the TV experience, the positioning comes amid new creative designed to save Australians from TV purgatory.

The campaign will also highlight the rich and differentiated functionality available via Fetch, including; Continue Watching, Universal Search, Ways to Watch and Free to Me.

With more content at peoples fingertips than ever before, viewers report they often spend more time trying to find TV shows and movies than they do watching them.

To emphasise the issue, Today the Brave have created 'TV Purgatory', a metaphor for the frustrating limbo people find themselves in when it comes to navigating the huge amount of content available in streaming apps and channels.

Through a series of 15” and 30” TVCs, each execution is driven by a curious voiceover, observing the unique insights people grapple with on a daily basis, before they are transported into the world of Fetch, where watching TV becomes as simple and fun as it used to be.

Jade Manning, creative partner at Today the Brave, said in the campaign, the audience is transported to a lonely, desolate wasteland.

"Where a tower of TVs rises into the sky, displaying the overwhelming amount of content that confronts us when making our viewing choices,” said Manning. 

Vince Osmond, creative partner at Today the Brave, said while the TV tower is a strong hook that outlines the problem the audience is facing, it was crucial the agency demonstrated the rich and highly differentiated functionality that Fetch offers.

"Once you have experienced just how simple and intuitive Fetch is to use, there’s no going back," he said.

Today the Brave created a device for the brand that will be pulled through an integrated campaign spanning broadcast, BVOD, social, digital, radio and static OOH in locations including superscreens at Westfield Centres and airport billboards.

Sue Brenchley, chief marketing officer at Fetch TV, said the new positioning and creative aligns with the roll out of the new Fetch user interface and the launch of Fetch from Telstra.

"With a great product and strong support from our ISP and Retail partners, we are set to embark on an exciting period of growth and look forward to helping Australian households truly enjoy their TV experience," she said.

Since Today the Brave’s launch in mid-2022, the agency has worked with clients including Carnival Cruise Lines, True North, Coposit, Zambrero, the University of Sydney, AMP North, News Corp, HOYTS and Mercury Capital.



Client: Fetch TV

Creative: Today the Brave

Production: Collider

UI Animation: P2

Sound: Rumble

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