Most people have a number of streaming subscriptions. Most streaming subscription prices are increasing. On top of that the cost of living at an all-time high. Millions of Australians are being forced to choose which streaming service to keep. Netflix or Prime? Disney+ or Apple TV?
In ABC iview’s new campaign by Howatson+Company, characters from different TV genres lamenting the fact that the streaming platform they’re on is about to get cancelled. On iview, they will never be cancelled. ABC iview is a completely free streaming service.
The new brand platform, Always free. Always Entertaining, by Howatson+Company position it as one streamer Aussies never need to cancel, with a series of films, directed by FINCH’s Sam Hibbard.
Karen Madden, head of marketing at ABC, commented, “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.
Gavin Chimes, executive creative director at Howatson+Company, added, “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 aired on ABC’s New Year’s Eve broadcast to millions of Australians. It will be supported through TV, cinema, radio, OOH, pre-roll, social and print.
Credits:
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,
Production Company: Finch
Director: Sam Hibbad
Executive Producer & Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Cath Anderson
Casting: Peta Einberg Casting
DoP: Ross Giardina
Art Director: Sam Lukins
Editor: Elise Butt
Colourist: Alina Bermingham
Post Production: ARC Edit
Original Composition & Sound Design: Mosaic Music + Sound
Composer: Adam Moses
Executive Producer: Bill Doig
Creative Agency: Howatson+Company
Chief Executive Officer: Chris Howatson
Chief Strategy Officer: Dom Hickey
Executive Creative Director: Gavin Chimes
Creative Directors: Harriet Ronn, Scott Zuliani & 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
