The new TV advertising campaign for blinkbox got off to a flying start with registrations up 280% and a 200% rise in new purchasers following its debut.
A new TV advert, which broke in earnest last night during I’m A Celebrity…Get Me Out Of Here! on ITV1 saw brand traffic to blinkbox leap 200%, and mobile and tablet visits together up 400%, showing the added impact of second screen devices on TV advertising success.
A ten-fold increase in Twitter visits on the same period last week was in part due to a Promoted Tweets campaign accompanying the ad and targeting feeds during relevant ‘high chatter’ shows.
The marketing push aims to increase awareness of the movie and TV streaming service’s ‘latest releases without subscription’ credentials that set it apart from services like LOVEFiLM, Netflix and Now TV which offer older content and require monthly subscriptions and contracts.
The TV advert shows a struggling boxer whose fortunes are turned around after his cornermen show him the latest releases between rounds. The opening version of ad showed the boxer inspired by The Amazing Spiderman while other variations show the boxer psyched up by TV series True Blood and movies Kung Fu Panda 2 and Magic Mike.
The TV campaign is supported by radio, outdoor, digital out of home and print placements that further hit home the ‘latest releases without subscription’ message. All advertising includes the phrase ‘blinkbox to the rescue’, designed to position the service as a solution to ‘entertainment woes’, particularly of those using subscription services.
Kate Simon, blinkbox director of sales and marketing, said: “It’s early days but the results are encouraging. It’s particularly interesting that mobile and tablet visits are up significantly, pointing to the importance of the second screen while advertising in and around engaging live formats like I’m A Celebrity…Get Me Out Of Here!”
The TV ad was written by Karmarama and created by award winning director John O’Hagan whose past credits include ads for Toyota, Budweiser, Range Rover and Halfords. Media planning and buying was overseen by Arena Media. There are four versions of the ad in total, with a 10 second tail with a customer offer.
For further information, please email firstname.lastname@example.org or call 020 7092 8771
Notes to editors
blinkbox has the latest blockbuster movies to watch instantly the same day as DVD, without subscription. The service offers thousands of titles on a growing number of devices including games consoles (Xbox 360 and PS3), iPad, Smart TVs (LG, Samsung, Technika and Philips), Blu-Ray players (Samsung and LG), Technika set top boxes and PCs/Macs. The service is proud to be part of Tesco and has been voted ‘Best online movie service’ by viewers of Channel 5’s The Gadget Show.