YouView to Roll Out New Consumer Acquisition Marketing Campaign
In line with the lucrative autumn TV season when many of the UK's most popular programmes return to air, YouView is gearing for a £10m multi-media marketing campaign to appeal to customers with the promotion of a simple, fuss-free on-demand service.
The "Catch Up With Your Feet Up" TV campaign will run from 7 September. It features pairs of feet as "hero" characters sat in front of a TV screen and YouView set-top box. The feet are shown going back in time to people's busy moments to highlight the fact that viewers do not have to miss any programmes with their seven-day catch up feature.
Overall, the campaign is designed to emphasise YouView's "points of difference" against competitors such as Freeview, Freesat, Virgin Media and Sky.
The campaign will also focus strongly on social media with the launch of a YouView Facebook pay, blogger outreach and How-To videos starring actress Alison Steadman. Furthermore, the brand's mobile app will soon see an update release which will add search functionality to the existing remote record function.
Head of Marketing and PR, Steve Conway, commented: "We will emphasise the fact that YouView brings catch-up altogether in one place on your TV set and brings all the content together seamlessly through our search function."
He added: "Freeview customers with broadband are our sweet spot for targeting and I think Talk Talk's [recent announcement that it has acquired 500,000 YouView customers since launch] demonstrate the fact that Freeview customers are seeing YouView as [superior] to their Freeview service and paid services as well."