The Works launches Fetch TV as “a new breed of entertainment” in a series of animated ads
FetchTV has been officially launched to consumers in a series of animated ads which will build awareness of the brand and position fetchtv as “a new breed of entertainment”.
The campaign strategy developed with FetchTV’s brand agency The Works Sydney, targets the circa 75 per cent of households that have not taken up existing pay TV offerings. The ads are airing in Adelaide in November and will progressively roll out to other states in coming weeks and months.
The campaign is intended to gain cut through by being fresh, unexpected and entertaining, and in the process build brand awareness, personality and interest. The campaign will complement direct response marketing activities initiated by fetchtv’s ISP partners, who distribute the product.
There are nine 15 second executions for TV and online (all produced in HD) which bring the fetchtv dog to life in a series of entertaining scenarios that highlight the unique aspects of the brand and service.
The ads are intended to remove complexity and enhance overall understanding by presenting the multi-featured product as a series of individual elements. The 15 second executions give the flexibility to run the ads in high rotation with two spots in a break, or to tag onto ISP partners media schedules to deliver greater impact.
The concepts were developed by The Works and brought to life by Sixty40, who built out the attitude and personality of the dog character along with the overall creative execution.
Says Sue Brenchley, marketing director, FetchTV: “Our objective with this brand campaign is to make people aware that fetchtv is here and offering something truly unique and compelling in a crowded and increasingly confusing home entertainment market. The ads aim to do this by demonstrating that fetchtv is a “new breed of entertainment” in both our attitude and product. Our intention is to land some core product proof points, and at the same time deliver personality and likeability for the brand, making the market receptive to subsequent fetchtv messages delivered by our ISP partners.
We are very fortunate to work with the talented teams at both The Works and Sixty40, and together we have developed a positioning, a communications style and a character which we believe will serve as a solid brand platform from which to grow.”
Douglas Nicol, creative partner/owner, The Works said: “Over the last eight months we have worked to create a truly fresh brand proposition for fetchtv. We realized that few brands were doing truly entertaining advertising in what is an entertainment category. FetchTV allows us the freedom to come up with communications that are simple and entertaining and most importantly of all, the campaign demystifies what is state of the art technology.”
Says Matt Taylor, Sixty40 director: “We aimed to create a character that embodies the FetchTV brand and creates something instantly entertaining for the viewer. The character is human-like but primarily he is a dog. We used the animal’s typical characteristics and injected a humorous and edgy persona to create a fresh and relevant ambassador for fetchtv that stayed true to its brand.”
Mark Simpson, Sixty40 director added: “We love that these commercials, designed to appear right after partner retail spots or in pairs during ad breaks, will be quirky, clever and enigmatic. With their great scripts, execution and extremely subtle sound design (meaning that they are almost silent), they’re bound to stand out. We hope to see more of this character as fetchtv grows.”
Customers can currently subscribe to fetchtv through iiNet, Internode, Westnet and Netspace, Optus and Adam Internet.
6 Comments
“..We realized that few brands were doing truly entertaining advertising in what is an entertainment category.”
But they’re not ‘truly entertaining.’
‘Paws live TV?’
If that pun came from a junior he’d be out of the door in most places.
Oh dear. Malodourous.
Wow. That is spectacularly average work.
8 months to come up with a dog for a channel called fetch? Am I missing something here?
I’m sick of marketing types saying innovative, cut through etc when their product obviously isn’t.
Well done to the works for getting paid for it though, money for nothing can’t be bad.
Wow, a brand campaign that demystifies “what is state of the art technology.”
I haven’t heard that old chestnut since……well since state of the art technology became a well worn cliche that needed to be demystified!!
8 months to create that!?