Howatson + Company’s Always Free. Always Entertaining, campaign has helped ABC iview to become Australia’s #1 on demand free to air BVOD service, *
The fun with well-known tropes from popular genres continues in two new films to celebrate its offering. In the new films directed by FINCH’s Freddy Mandy, one a reality TV parody and the other satirising teen sci-fi, characters lament the fact that a viewer is cancelling the subscription to the streaming service they’re on, because they have ABC iview to give them world class content – all for free and with no ads.
Always Free. Always Entertaining was born from the fact that streaming prices are at an all-time high and the cost-of-living-crisis in full swing, forcing millions of Aussies to decide which streaming subscription to cancel. Yet, as a completely free streaming service, with world-class drama, comedy, sport, news, kids shows and more, ABC iview is the one streamer Aussies never need to cancel.

The campaign is running on BVOD, cinema, pre-roll, digital and social, supported by OOH.
*Source: OzTAM VPM, Live + VOD, Total BVOD hours, July 2023-June 2024 (Excludes Foxtel); OzTAM VOD VPM, Total BVOD hours, July 2023-June 2024

Credits:
Client: Australian Broadcasting Corporation
Director of Audiences, ABC (Acting): Karen Madden
Group Marketing Manager Screen, ABC: Sarah McDonald
Marketing Manager Screen, ABC: Siobhan McGeown
Head of Media ABC: Sally Phelps
Media Planning Lead ABC: Rachel Brown
Agency: Howatson+Company
Chief Creative Officer: Gavin Chimes
Chief Strategy Officer: Dom Hickey
Creative Directors: Scott Zuliani, Simon Friedlander
Head of Production: Holly Alexander
Associate Design Director: Jo Cao
Studio Lead: Simon Merrifield
Finished Artist: Patrick Rivera
Group Business Director: Belle Simmonds
Senior Business Manager: Lucy Stock
Junior Producer: Charlotte Breene
Production Company: FINCH Company
Director: Freddy Mandy
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Kate Menzies
DOP: Germain McMicking
Production Designer: Brant Fraser
Costume: Janai Anselmi
Casting: Felicity @ Byrne Casting
Post Production: The Editors
Editor: Jack Hutchings
Colourist: Ben Eagleton
Online Editor: Matt Edwards
Music & Audio Prod: Heckler Sound
Here’s where the campaign began: