One streamer Australians never need to cancel.
Millions of people are being forced to choose which streaming service to cancel, with streaming subscription prices increasing and cost of living at an all-time high. Netflix or Prime? Disney+ or Apple TV?
ABC iview has unveiled a new brand platform to position itself as one streamer Australians never need to cancel, as a free service.
‘Always free. Always Entertaining.’ launches with a series of films (directed by Sam Hibbard, FINCH) showing characters from different TV genres lamenting the fact that the streaming platform they’re on is about to get cancelled.
Karen Madden, head of marketing at ABC, says 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," says Madden.
As well as 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, says 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," he says.
"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 Hibbard
Executive Producer/MD - Corey Esse
Executive Producer - Loren Bradley
Producer - Cath Anderson
Casting - Peta Einberg Casting
DP - Ross Giardina
Art Director - Sam Lukins
Editor - Elise Butt
Colourist - Alina Bermingham
Post Production - Arc Edit
Original Composition and Sound Design - Mosaic Music + Sound
Composer - Adam Moses
EP – Bill Doig
Agency – Howatson+Company
Chief Executive Officer – Chris Howatson Chief Strategy Officer – Dom Hickey Executive Creative Director – Gavin Chimes
Creative Director – Harriet Ronn
Creative Director – Scott Zuliani
Creative Director – 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
