Today NOW TV launched its biggest ever campaign—bursting onto screens and poster sites across the country—in celebration of the arrival of the NOW TV Combo. The UK’s first no contract triple play bundle of its kind, the new product 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.
To support this exciting product launch, we worked with an integrated Engine team to create the #NOWyoucan campaign, which celebrates the fact that for the first time, customers can get the TV and broadband package they want, on the terms that suit them. Cutting through the busy broadband marketplace with its bright colours, distinctive look and sense of fun, #NOWyoucan celebrates NOW TV’s desire to do things differently.
The campaign launches on TV with a 40-second spot and is supported by digital, OOH and press. A social competition launches on Monday 1 August, featuring a ‘NOW TV Combo Hunt’, using the largest ever made 360 gigapixel of New York City.
On 8th August, the #NOWyoucan campaign will take over Waterloo station including a poster domination surrounding the station. In addition, a range of radio competitions with Bauer Media will bring to life #NOWyoucan moments.This integrated brand campaign will be followed up by an extensive acquisition schedule created by Engine’s CRM specialists Partners Andrews Aldridge with DRTV, DR press and Direct Mail executions. The intention of which is to drive greater understanding of the product, and encourage those in the market to switch.
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.”
Creative Director: Ross Neil
Brand Creatives: Charlie Gee, Murray Allan,
Social Creatives: Charlie Johnson, Sidonie Chaffer-Melly
Agency TV Producer: Sally Miller
Agency Digital Producer: Christophe Taddei
Agency Integrated Project Director: Kirsty Wood
Brand Account Handling: Laura Le Roy, Gemma Dodds, Alex Gluck, Chris Moger, Charlie Warner
Social Account Handling: Daniel Britton
Planning: Alicia Gaworska, Olivia Stubbings, Matt Rhodes