Thinkerbell & Binge: Never pretend you’ve seen the latest hot show at a wake

There’s FOMO and there’s bluffing when it comes conversations about the latest hot show. Bluffing is not the best option in Thinkerbell’s campaign for Binge, Either you’ve got it or you don’t. That’s something that protagonist, Mike, is very slow to learn.

In the first episode, he tries to bluff his way through not seeing a show on a date.

But in episode two, bluffing at a wake (already a terrible place for small talk) turns out to be even more disastrous:

The campaign has proved to be a game changer for the Binge brand in a fiercely competitive environment. Campaign research has fed back what everyone hoped, feeling “out of the loop” without Binge. Binge delivered a 9% point improvement on unprompted brand attribution when compared to other campaigns across FY24. This had a flow on effect to Binge brand familiarity scores, rising to unprecedented levels with each burst of the campaign. The campaign also demonstrated a beneficial cumulative effect, leading to increases in brand attribution with each campaign burst. What’s more, Binge achieved its highest monthly META brand lift results yet, exceeding industry benchmarks threefold in ad recall and almost fourfold in intent.

Fiona King, Binge marketing director, commented, “We’ve had an overwhelming response to our character Mike and we thought there was no better way to continue the brand journey than placing him in another awkward scene. It’s these moments where we rely on talking about the latest entertainment, helping highlight BINGE as the best destination to watch and stay up to date on the world’s most talked about shows.”

Tom Wenborn, executive creative tinker at Thinkerbell, added “It’s fun to invest in platforms and characters that allow you to tap into them time and time again. Mike’s stubbornness to sign up to Binge and watch the world’s best shows means we’ll likely see a bit more of his awkwardness in the future.”

This new episode of the Binge platform has launched across Meta, Snapchat, TikTok and YouTube.