Title | GET OUTSIDE / DANCING DAD |
Brand | PRESTO |
Product / Service | ENTERTAINMENT - HOME MOVIES |
Category | B04. Consumer Services |
Entrant | BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA |
Entrant Company | BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA |
Advertising Agency | BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Rob Belgiovane | Belgiovane Williams Mackay | Executive Creative Director |
Sean Lavery | Belgiovane Williams Mackay | Senior Copywriter |
Kevin Macnamara | Belgiovane Williams Mackay | Senior Art Director |
Sophie Bogdan | Belgiovane Williams Mackay | Group Account Director |
Earth Luechaikajohnpan | Belgiovane Williams Mackay | Senior Account Manager |
Margot Fitzpatrick | Belgiovane Williams Mackay | Agency Producer |
Abby Hunt | Belgiovane Williams Mackay | Head Of Onscreen |
Jamie Mackay | Belgiovane Williams Mackay | Executive Planning Director |
The brief was to launch a new movie streaming service, Presto, to everyday Australian families. Currently, they don’t want to sign up to a long-term contract to get cable TV. Presto’s movie streaming service was a great alternative as it was available without a contract. All sign ups would be new customers. The strategy was to turn the possible negative of having family sitting at home in front of computers and make it into a positive. And to do this we had to be fun, memorable and entertaining.
Having family sit at home watching movies could be seen as a negative to parents. This commercial turns that negative into a positive by showing the mischief family members can get up to when they’re not being entertained. And watching movies at home via Presto is the easy way to keep the whole family entertained and out of trouble.
With a modest budget, we needed the launch TVC to create a strong emotional impact. We tapped into the current debate about families spending too much time glued to their devices and turned it on its head. Boredom is the enemy of the modern family. When family members are not being entertained, they get up to all kinds of undesirable mischief, so watching a movie may actually be a better idea. The desired outcome was to get a new brand noticed and then turn that into sign ups to the Presto service.
Research shows that “Get Outside” and “Dancing Dad” contributed largely to the campaign recognition result (49% from our sample size of 195). Within the first month of airing, the TVCs prompted 3% of awareness among non-subscribers of Foxtel and generated 109,816 unique visitors to the Presto website. The click through rate has increased week on week with an overage of 1.6% for the first month. Numbers of Facebook ‘like’ has also increased substantially with more than 37,000 likes to date.