If you hated the latest ad for Stan then good news, they're about to get better. If you loved it, then good news, they're about to get more entertaining. That's the pitch from StreamCo CEO Mike Sneesby anyhow.
Speaking with AdNews this morning, he said the new ad was more of a showcase of what was to come rather than the defining ad.
“It's not as entertaining as the other spots we have lined up. That was a bit of an overview of the 30 second and 15 second spots we have, which I think are more entertaining than the piece we had up,” Sneesby said.
He said elements of the shorter ads were shown in the two minute version, such as the relationship between Stan ambassador Rebel Wilson and the fictitious director.
At this stage, the marketing around Stan has hit upon three key pieces. The content offering, the $10 per month price point and the 30-day free trial.
“We know we're going to live or die by our content, but being the less established player in the space we have had a large focus on getting the brand out there,” Sneesby said.
“The key points we want to hit are that we have great content, that it's $10 per month, you get everything included in that and you get a free 30-day trial.
“I think that simplicity of the message is very important to us. It's something which came out of the market research we did very early on.”
He said simplicity would invariably be Stan's point of difference in the market, and what would see it be a viable proposition in the marketplace.
“Other providers have multiple price points, but what we hit upon in our very early market research is that there are people who are interested in the content, but they want the simplicity of just one price point,” Sneesby said.
Sneesby also said that Stan's below the line marketing, leveraging database assets from joint venture partners Nine Entertainment and Fairfax, would roll out after the launch date, with the focus on brand awareness before launch.
He said the other versions of the ads would be rolling out over the next month or so leading up to launch, which at this stage is still unconfirmed.
However, it is believed that it will be tied into the premiere of tent pole show Better Call Saul, due to air in the US on 8 February .
“We want to keep our options open. If things get very busy in the same sort of time frame, we don't want a situation where all the SVOD players are coming in on top of each other,” Sneesby said.
"Realistically though you can't go out there with a 'coming soon' message for too long, so the fact that we're out there with that coming soon message is a pretty good indicator that we're not going to be sitting around for two months."
He also said StreamCo had bet big on the content deal struck with Sony which gives Stan exclusive first-run rights of Better Call Saul and SVOD exclusive rights of Breaking Bad.
“When we took up Better Call Saul there wasn't even a pilot for it,” Sneesby said.
“We put a lot on the line to get that deal. We haven't announced the full line up of the Sony deal yet but it is a big deal.”
For more news:
Stan confirmed at $10 per month
Better Call Saul pushes Stan launch date
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