With streaming subscription prices increasing and cost of living at an all-time high, millions of people are being forced to choose which streaming service to cancel. Netflix or Prime? Disney+ or Apple TV?
As a completely free streaming service, with world-class drama, comedy, sport, news, kids shows and more, ABC iview has unveiled a new brand platform developed by Howatson+Company, to position itself as one streamer Aussies never need to cancel.
‘Always free. Always Entertaining.’ launches with a series of films (directed by Sam Hibbard, FINCH) showing characters from different TV genres lamenting the fact that the streaming platform they’re on is about to get cancelled.
Says Karen Madden, head of marketing at ABC: “With Australians cancelling more than 1.3m streaming accounts in the past three months, it’s safe to say The Great Unsubscribe is well and truly here. This is the perfect time to show that ABC ivew is, and has always been, a streaming service for the people of Australia. And that we’ll always offer world-class content that’s free from cost and free from ads.”
In addition to the films, a series of OOH ads has been unveiled across the country, cheekily fuelling the subscription debate ABC iview can’t be part of.
Says Gavin Chimes, executive creative director at Howatson+Company: “ABC has a long history of broadcasting irreverent, thought-provoking ideas and content. This campaign is the next step in that legacy, positioning ABC iview as the streaming hero Aussies didn’t know they had. Huge thanks to Sam for his impeccable touch with the films. And to Leisa, Karen and the whole team at the ABC. This was a true partnership from day one.”
The campaign has aired to millions of Australians and will be supported through TV, cinema, radio, OOH, pre-roll, social and print.
Client – Australian Broadcasting Corporation
Director of Audiences, ABC – Leisa Bacon
Head of Marketing, ABC – Karen Madden
Group Marketing Manager Screen, ABC – Sarah McDonald
Marketing Manager Screen, ABC – Siobhan McGeown
ABC iview Marketing lead, ABC – Sophie Beaton
Agency – Howatson+Company
Chief Executive Officer – Chris Howatson
Chief Strategy Officer – Dom Hickey
Executive Creative Director – Gavin Chimes
Creative Director – Harriet Ronn
Creative Director – Scott Zuliani
Creative Director – Simon Friedlander
Head of Production – Holly Alexander
Senior Producer – Natalie Greaves
Managing Partner – Rebecca Robertson
Group Business Director – Belle Simmonds
Associate Design Director – Jo Cao
Finished Artist – Patrick Rivera
Studio lead – Simon Merrifield
Production Company – Finch
Director – Sam Hibbard
Executive Producer/MD – Corey Esse
Executive Producer – Loren Bradley
Producer – Cath Anderson
Casting – Peta Einberg Casting
DP – Ross Giardina
Art Director – Sam Lukins
Editor – Elise Butt
Colourist – Alina Bermingham
Post Production – ARC EDIT
Original Composition and Sound Design – Mosaic Music + Sound
Composer – Adam Moses
EP – Bill Doig