Freely, the new free TV service by the BBC, ITV, Channel 4, and Channel 5, has launched its first integrated campaign. Created and devised by TMW, 鈥楽et Yourself Freely鈥 enlightens consumers about the new way to do free TV.
Freely will allow UK audiences to stream live TV channels alongside on demand content for free, for the first time. By removing the need for a dish or aerial, Freely will futureproof free TV for the streaming age.
TMW was appointed to the account directly from chemistry. The integrated creative agency has developed the strategic proposition and brand platform, with the first campaign featuring three TVCs, out of home, and a range of social ads.
The creative focuses on Freely鈥檚 unique benefit, allowing people to watch live television using only Wi-Fi. The hero 30-second spot features different examples of people enjoying big TV moments 鈥 on big TVs 鈥 but in unexpected Wi-Fi enabled places.
There鈥檚 a couple curled up watching Doctor Who (BBC) whilst in the back of a black cab, a man getting a bit too into The Great British Bake Off (Channel 4) in a restaurant, and a woman becoming engrossed by Michael Palin in Nigeria (Channel 5) in the aisles of a supermarket.
These serve as cautionary tales to remind us that 鈥渏ust because you can watch a new Freely TV anywhere there鈥檚 Wi-Fi, doesn鈥檛 mean you should鈥. The ad then finishes with a family enjoying TV the right way, sat together on the sofa, in front of The 1% Club (ITV).
Merman鈥檚 comedy director duo, BARBARA, directed the brand TV ad. Creative and production was handled by TMW and its in-house production team, Move Studio.
Hearts & Science developed a comprehensive media strategy to build awareness with priority audiences at launch and then drive growth throughout 2024. Activity covers traditional and digital media to encompass linear TV and BVOD, PPC, and paid social across Meta and TikTok. Notable activity includes TV spots on Channel 4 and ITV, including the Britain鈥檚 Got Talent (ITV) final, alongside dynamic ad placements on All4 and takeovers on ITVX and All4.
To elevate the creative campaign, Freely is taking a branded taxi on tour to London (Monday 20th May), Birmingham (Tuesday 21st May), and Manchester (Wednesday 22nd May). People are encouraged to try and locate the taxi to be in with a chance to win a brand-new Freely Hisense TV. They can either hail the cab and watch the new TV advert with free snacks and drinks or, if the taxi is occupied or on the move, scan the QR code on the side of the vehicle.
What鈥檚 more, the first 1,000 people who purchase and register a new Freely Hisense TV at a dedicated link are entered into a prize draw to receive a full refund for their TV.
Amy Rowcliffe, director of marketing, Everyone TV said, 鈥淔reely is here to futureproof free TV for the streaming age, by seamlessly integrating live and on demand TV, all in one place. TMW have well and truly delivered with this campaign. Using our cheeky brand personality, they鈥檝e perfectly captured the imaginative (and extraordinary) places people can now watch TV, while simultaneously demonstrating nothing beats settling in for a night of great TV! We鈥檙e excited to bring a fresh, modern brand to market, for all to enjoy, and can鈥檛 wait for people to see the ad across the country.鈥
Graeme Noble, chief creative officer, TMW said, 鈥淲ith Freely, you can be in 'full TV mode鈥 鈥 engrossed in your favourite shows in your slippers, with a cuppa and snacks 鈥 anywhere there鈥檚 Wi-Fi. We brought this to life by dramatising people with big TVs in Wi-Fi enabled places doing just that, much to the surprise of those around them. By showing people setting themselves free from TV bills, boxes, dishes, and other grumbles, we鈥檙e letting the UK know that there's a new and exciting way to do free TV.鈥
Garrett O鈥橰eilly, UK CEO at Hearts & Science, concluded, 鈥淔reely represents the next step for free TV, offering an all-in-one streaming platform for all your favourite channels - at no cost. Our full funnel media strategy, rooted in deep audience insights, makes Freely not only unmissable but also easy to discover, encounter, and access, ensuring it reaches our defined audiences effortlessly across all platforms. And the message is clear; Freely offers everything they love about free TV, but with the added benefits of watching their favourite shows wherever they want, whenever they want.鈥