Today NOW TV launches its biggest ever campaign, bursting onto screens and poster sites across the country, to celebrate the arrival of the NOW TV Combo. The UK’s first no contract triple play bundle of its kind, the NOW TV Combo is set to shake things up in the broadband marketplace with its new contract-free offering of TV, broadband, calls and the NOW TV Smart Box.
NOW TV already offers the latest movies, must-see TV show and sports without a contract, but now the brand is challenging the status quo by giving millions of people across the UK the same control and flexibility over their broadband and calls with the NOW TV Combo.
The #NOWyoucan campaign to support the launch lets people know they no longer have to be tied down by contracts. Instead, #NOWyoucan announces the arrival of a flexible, contract-free, way of customers getting the TV and broadband package they want, on the terms that suit them.
Created by an integrated Engine team and NOW TV’s media Agency, MediaCom, this significant campaign celebrates NOW TV’s exciting new proposition. It cuts through the busy broadband marketplace with its bright colours, distinctive look and sense of fun, all with NOW TV’s can-do attitude for doing things differently at its heart.
The campaign launches on TV with a 40-second spot, created by WCRS, and takes a new spin on the now familiar music track – ‘My type’ by St Motel – with a live-recorded version and introduces the inimitable Vic Reeves as the new NOW TV voice-over.
A NOW TV party popper visual celebrating ‘no contract’ will then explode all over digital, OOH and press, followed by a social campaign launching on Monday 1 August. Here a ‘NOW TV Combo Hunt’, using the largest ever made 360 gigapixel of New York City, will offer a range of ‘NOW you can’ opportunities for people to find and win.
MediaCom helped conceptualise and broker a range of launch tactics aimed at being disruptive and distinctive.
On 8 August, the #NOWyoucan campaign will take over Waterloo station including a poster domination surrounding the station, the NOW TV party popper exploding on the Waterloo motion screen and ‘NOW TV Combo cabs’ offering a taste of freedom with free rides across zones 1-4 in London for the day. In addition, a range of radio competitions with Bauer Media will bring to life #NOWyoucan moments.
The brand campaign will be followed up by an extensive Acquisition schedule created by Partners Andrews Aldridge with DRTV, DR press and Direct Mail executions, and DR Digital created by Sapient Nitro. The intention of which is to drive greater understanding of the product, and encourage those in the market to switch.
Rapport and Fever were also instrumental in the planning and execution of the campaign.
Caroline McIntosh, Director of Brand, NOW TV, said:
“Our NOW TV Combo campaign is a celebration of pushing the boundaries to provide the UK’s first contract-free triple play bundle. It’s strong yet simple empowering message of ‘Now you can,’ combined with NOW TV’s vibrant and upbeat personality truly hails the arrival of flexibility to the traditionally restrictive broadband market. This integrated through-the-line campaign breaks new ground for NOW TV as we grow our offering through this unique no contract proposition.”
Ross Neil, Executive Creative Director, Engine and WCRS, said:
“The launch of contract-free broadband from NOW TV is something that should be celebrated. And the best way to do that? Throw a party of course. We wanted to get across the feel of a true celebration; bands, balloons, confetti, people dancing and of course Vic Reeves. NOW TV has always been a bright, pop brand so dressing a celebration in NOW TV colours was a natural fit across all media. We’re all incredibly proud of the campaign, which has been the result of enormous collaboration from client to media agency to creative agency.”
Louise Peacocke, Business Director, MediaCom, said:
“Our media strategy reflects the way in which we’ve always helped NOW TV do things differently. MediaCom’s fully connected campaign system for the NOW TV Combo launch involves never been done before print formats, innovative use of digital as well as TV, out of home and radio domination. We are excited to see the campaign be brought to life through the creative work by WCRS”