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Binge: Unturnoffable

Binge

Launching a brand new streaming service in 2020 was a daunting prospect: we were planning to crash a party already heaving with fierce competition boasting big names and big shows. So, as we prepared the brand new brand and a campaign for launch, rather than focussing on the what of Binge, we focussed on the why: to champion Australia’s freedom to indulge.

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…

Digital.

Through a targeted digital strategy, we introduced our bingers to the ‘unturnoffable’ shows we knew they’d love, based on our ‘primetime is personal’ strategy.

Person using a MacBook Pro laptop on their lap, browsing a news website with headlines and images, with a blue armrest on the left and a gray sofa behind.

Smartphone screen displaying promotional content for HBO's Westworld with a man wearing a large hat in the background, overlaid with the text 'CAN'T BINGE UNTOUNFOFFABLE'

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.

A newspaper with a colorful gradient background promoting Binge, an Australian streaming service, featuring large bold text about TV shows and snacks.

Open magazine on a wooden surface, showing a colorful advertisement for Binge on the left page and an article titled 'The loss of innocence' with illustrations on the right page.

Close-up of pink Binge poster with white text describing a review of a TV show or series, listing various aspects like characters, plot, and viewer reactions.

Open magazine with an advert for Binge. Purple and orange gradient pages, filled with text of show titles and descriptions.

Open magazine spread with a purple gradient background on the left page displaying bold white text that reads "WE'RE FOR THE BINGERS" and smaller text below saying "WHOEVER YOU ARE AND WHEREVER YOU'RE FROM, TO ALL OF YOU BINGERS, WE SAY: BINGE ON." T

A list of binge-watching titles on a textured background with large white text that reads 'TO ALL OF YOU BINGERS' and smaller text listing TV shows and series.

Audio.

With such an iconic tone of voice we wanted to connect with Bingers throughout every part of their day. So we created an audio experience designed to run as a full radio ad break roadblock on their way to and from work.

Social.

We created tongue-in-cheek assets that our Bingers could play with and share, helping spread the word.

Dark room with black walls, a gray carpet, and a person sitting on a chair near a small table with a lamp

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.

Woman in an orange sweater sitting on a white chair, looking at a tablet with a TV show titled "True Detective" on the screen, dark green curtains in the background.

A person using a laptop on their lap, browsing a streaming service called Binge with a show called Euphoria on the screen.

Winning results.

+95% brand attribution for launch

1million subscribers in 14 months

Night sky with the northern lights over a landscape.

GWM Tank 300

Two glasses of lime and herb-infused water with lemon slices and sprigs of thyme on a white surface, with shadows cast on the left side.

25 Martin Place

Royal Far West

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