Can you imagine how difficult it is to create the right excitement for another streaming service? When you’re entering one of the noisiest sectors, as Binge is right now, you’d better do a lot of things way beyond the expected.
The Hallway did. It’s a tongue in cheek ode to bingeing. Any streaming service brand could have done that – but not like this, and not during Covid. For tone, manner and point of difference, We’re for the Bingers, and its tagline, Unturnoffable, stand exactly where they need to – under its own metaphorical spotlight. The campaign strategy was only finalised in late March when COVID-19 meant plans for launch needed to be revisited. No deficit is apparent.
Simon Lee, executive creative director & partner at The Hallway, stated, “We were about to go into production on a large scale TVC when the country went into lockdown, which meant we needed to change our whole direction pretty much overnight. The team jumped straight into re-conceptualising and planning a brand launch in this new world we found ourselves living in. The resulting campaign is a testament to the agility of our teams and a great collaborative relationship.
“We live in a world that celebrates go-getting, constant achievement and self-improvement. Binge is a brand that sticks two fingers up at this, instead celebrating the unapologetic indulgence of lounging in tracky dacks, ugg boots and a hoodie, watching back to back seasons of your favourite show. We’re not just saying it’s okay to binge, we’re giving it a noble status.”
Binge chief marketing officer, Louise Cormpton, commented, “Binge speaks to the heart of what great entertainment viewing is about, something that is so good you can’t switch it off. Binge is the friend who is an unashamed advocate of a bit of self-indulgence, and is never short of a cheeky come-back for those people in life who try and tell us what we should or shouldn’t do.”
We’re for the Bingers is running across TV, print, OOH, digital, radio and social.
Creative agency: The Hallway
Production Company: Goodoil
Director: Nathan Price
Editor: The Editors
Sound and Music Composition: Uncanny Valley
Media Strategy: The Hallway
Media Buying: Havas
PR agency: Thinkerbell