As momentum built towards the digital switch over, we wanted to convert the remaining analogue audience to Freeview.
The demographic yet to make the switch was older, technology-adverse and swayed towards Maori and Pacific Islander families.
To drive conversion, we needed to position Freeview as a simpler, easier to understand proposition that Kiwis could trust.
We positioned Freeview as the choice for everyday Kiwis who had grown up watching iconic Kiwi programmes on the nation’s free to air networks.
To communicate this, we chose a much-loved spokesperson in Pio Terei. As an entertainer Pio is a familiar face and very much a people’s champion.
We surrounded him with a graphic environment packed with Kiwiana, championing Kiwis’ right to watch the channels and shows they’ve loved for decades, free, on digital TV.
To support the campaign and effectively position the brand, we created the line ‘To be fair, it’s got to be free’.
A year-long campaign was rolled out over TV, online, print and radio, both nationally and targeting specific regions.
Freeview’s goal was to capture 80% of the 20% remaining analogue users.
This was no mean feat, with fierce competition from Sky and Igloo.
Our campaign achieved dramatic cut through, successfully capturing 110% of Freeview's target objective.