As well as TV ads, the campaign will be supported by press, radio, digital and social media activity.
The campaign will be built around the line ‘Catch up with your feet up’ and will feature pairs of feet in front of a TV screen and YouView set-top box to show how easy it is for viewers to relax and catch up on their favourite TV programmes,
The new ad will debut almost a year after the platform’s first advertising campaign which featured iconic moments and characters from major shows, including Dallas and Doctor Who.
YouView has also previously teamed up with Channel 4 soap opera Hollyoaks to help raise awareness of the platform.
However most recent promotional activity has been carried out by ISPs TalkTalk and BT who provide YouView boxes to their customers as part of triple-play TV, phone and broadband contracts.
The new TV ad will take viewers on a journey back through the week to demonstrate the platform’s seven day scroll back feature.
It will show our ‘viewers’ at the supermarket, in the pub and at an aerobics class to highlight that whatever viewers are doing during the week, they don’t have to miss out on their favourite TV with YouView.
YouView says there will also be seasonal versions for the ads, plus variants based around key TV programmes and the launch of new on demand players.
The TV advert will premiere on Saturday 7 September and after this date will be scheduled around a range of primetime TV shows. The print advertising will run full pages in key national newspapers on Saturday 7 September, as well as across newspaper supplements and TV listings.
The advertising campaign will retain the ‘Extraordinary TV for Everyone’ strap-line used in the very first YouView advertising campaign last September.
This new campaign was created by Albion and us being supported by a media spend in excess of £10million,
Steve Conway, Head of Marketing & PR, YouView said, “We are really pleased with our new ‘Catch up with your feet up’ advertising campaign and Albion has done a great job of bringing the creative to life.
“We feel the campaign clearly demonstrates YouView’s seven day scroll back feature and just how easy our catch up service is to use, while still being engaging and entertaining. We hope that this campaign builds on our position as the fastest growing TV service in the UK.”
Nick Darken, Executive Creative Director, Albion said, “Our busy lives have made catch up TV essential. However it’s mostly a fragmented experience across different apps and devices.
“YouView has streamlined the experience so you can effortlessly scroll back through the last seven days and watch your show straight from the guide. We wanted our ad to reflect the ease and elegance of the product, and let the product be the star of the show.
“We created ‘Catch up with your feet up’, an ad which dramatises the effortlessness of YouView from the point of view of our couple as they relax in front of the TV.
“We worked closely with director Chris Cairns to juxtapose the last 7 days of ‘life’ against the slick YouView interface. The whole spot was created in camera which was a technical triumph and gives the spot a real distinctiveness.”