In an attempt to boost growth, UKTV has launched an “innovative” new marketing campaign for their video-on-demand service UKTV Play.
Launched in 2014, UKTV Play is UKTV’s VOD hub which provides on-demand content from the network’s free-to-air channels Dave, Yesterday, Really and Drama. UKTV Play has enjoyed exponential growth since its launch and is now available on numerous platforms including PC, iOS, Android, Virgin TV, YouView, Amazon Fire TV and Fire TV Stick. In 2015, the service saw a 26% increase in views.
The marketing campaign, which is the first for UKTV Play, is known as ‘Love Your Thing’ and celebrates the many different genres of TV programmes, from cutting-edge comedy to historical documentary, ghostly adventures to period drama. The campaign recognizes the passion that exists around these types of programming, dubbing them people’s ‘thing’, and aims to establish UKTV Play as an “energetic and disruptive” brand that “serves the eclectic viewing tastes of Britain”.
Launching this week, the integrated campaign includes heavyweight on-air advertising, national digital outdoor marketing, social and publicity executions, and a location-based initiative which is triggered by specific weather conditions as well a traffic and time. The social element of the campaign, run by Social Life, will focus around the hashtag #Loveyourthing and include the world’s first social TV recommendation engine, run via an intuitive Facebook Messenger Chatterbot, due to be rolled out later this month.
“UKTV Play is the bright and exciting TV on demand service for Britain, and what’s more, it’s totally free. It’s already UKTV’s fastest growing brand so we’re going big and bold with our first innovative off-air marketing”, said UKTV’s Chief Marketing & Communications Officer Zoë Clapp. “With this campaign we’re binning the sad old notion of a TV ‘guilty pleasure’, and celebrating the nation’s favourite pastime. Whether your thing is natural history, real crime, period drama or classic comedy, UKTV Play will be with you.”
UKTV worked closely with advertising agency Antidote on the campaign, while media buying and planning has been managed by PHD Rocket. “UKTV Play has something the other players don’t – an unapologetic appreciation of the individual when it comes to TV”, said Antidote’s Creative Director Teddy Keen. “In that way ‘Love Your Thing’ is a simple idea that comes straight from the heart of the brand and reminds us all that it’s okay to watch the stuff we love, no matter what that is.”
Check out the on air promo below: