Branding
Design
Advertising
Media
Data
Personalisation
Crashing the streaming party.
Binge
Launching a new streaming service in 2020 was a daunting prospect. The market was already full of overseas platforms boasting huge libraries of award-winning, star-studded shows. To stand out, we built an Australian brand based entirely on the way we watch television.
Our mission was distinctiveness. Our brand purpose was “To champion the freedom to indulge”.
The first step was creating a brand identity and tagline that delivered on this promise. “BINGE” was more than just a brand name; it was a behaviour all Australians could relate to. And “UNTURNOFFABLE” became the ultimate statement in celebrating this behaviour.
Celebrating our audience.
The brand was built for and by people who BINGE. So our launch campaign centred on our audience - ‘The Bingers’, celebrating who they are and what they love. We found our Bingers, called out to them, and invited them to binge on, and on, and on…
We used OOH as it should be used, with bold, unmissable, attention grabbing headlines to establish the brand and its positioning.
Then, through a targeted digital strategy, we introduced them to the ‘unturnoffable’ shows we knew they’d love, based on our ‘primetime is personal’ strategy.
Every medium became an entertaining opportunity to speak to Bingers.
With Newscorp underwriting the launch we had exceptional access to print media. So we treated each asset as entertainment properties in their own rights, speaking to our Bingers in unmissable ways.
With such an iconic tone of voice we wanted to connect with Bingers throughout every part of their day. So we created a song designed to run as a full radio ad break roadblock on their way to and from work.
In social we created tongue-in-cheek assets that our Bingers could play with and share, helping spread the word.
Optimising the brand experience.
We extended the BINGE positioning all the way through the customer journey, integrating the brand identity and tone of voice into the product experience.
Then we created the CRM and retention frameworks, developing the customer journey plans and the 1:1 communications framework.
Winning results.
733,00 subscribers in first 12 months
