GET OUTSIDE / DANCING DAD

TitleGET OUTSIDE / DANCING DAD
BrandPRESTO
Product / ServiceENTERTAINMENT - HOME MOVIES
CategoryB04. Consumer Services
EntrantBELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA
Entrant Company BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA
Advertising Agency BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA

Credits

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

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.