IPTV brand FetchTV has unveiled a multimillion dollar brand awareness campaign as it looks to challenge Foxtel and Telstra.
FetchTV officially launched to consumers last month when it partnered with Optus. The brand is now marketing to consumers with a launch campaign, initially running in Adelaide before being rolled out nationally in the coming weeks and months.
The television campaign, created by The Works with animation by Sixty40, will run for six weeks in Adelaide and three to five weeks in other markets. There are nine separate 15-second executions of the ad.
FetchTV chief executive, Scott Lorson, told AdNews the company was spending "several million dollars" on the marketing push. He said: "We're looking to increase awareness, affinity and interest. We don't expect it to be a full education campaign, but if we can initiate a conversation with the consumer, we can set it up for the future."
Phase two of FetchTV's marketing activities will focus more on a call to action rather than brand awareness.
FetchTV marketing director, Sue Brenchley, said in a statement: "Our objective with this brand campaign is to make people aware that FetchTV is here and offering something truly unique and compelling in a crowded and increasingly confusing home entertainment market. Our intention is to land some core product proof points, and at the same time deliver personality and likeability for the brand."
The Works creative partner and owner, Douglas Nicol, said in a statement: "Over the last eight months we have worked to create a truly fresh brand proposition for FetchTV. We realised that few brands are doing truly entertaining advertising in what is an entertainment category.
"FetchTV allows us the freedom to come up with communications that are simple and entertaining and most importantly of all, the campaign demystifies what is state of the art technology."
FetchTV will be looking to challenge Telstra's T-Box and Foxtel.
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