Freeview 'Balloons' Invade Channel 4 and ITV1 Programmes in New TV Promotion

1 December 2011

FREEVIEW, the UK’s largest digital TV service, is extending its on-air presence with a series of promotions as part of its overall campaign to promote TV happiness.

Through a deal, brokered by MEC with ITV Commercial and Channel 4 Strategic Sales, viewers will be able to get closer to the content they love by wining one of four VIP set visits to some of the UK’s most popular television shows - Shameless, Deal or No Deal, Coronation Street or Emmerdale.

This is the first time ITV and Channel 4 programme locations have been used to promote a service or product  outside of scheduled programme broadcasts and has been developed  to engage viewers with the  Freeview brand.

The 10 second spots were created by ITV Creative and The Outfit for Channel 4 in conjunction with Leo Burnett and will appear in the same ad break as the 60 second ‘balloons’ TV advert which launched last month.  The promotion brings to life the brand’s new positioning based around the concept of generosity and highlights the quality of content that Freeview offers free from contracts, free from subscription.

On air until the 15th January, viewers will see a Freeview branded helium balloon randomly appear on the familiar sets of Coronation Street, Emmerdale, Shameless and Deal or No Deal  as a voiceover drives viewers to Freeview’s Facebook page to win set visits and a chance to meet cast members.

Freeview’s Marketing Communications Director Guy North said:  “Associating the brand with great programmes and giving viewers the opportunity to get closer to the content will help to build the relationship between viewer and Freeview.

“We know that people are using tablets, smartphones and laptops at the same time as watching TV and we’re looking to activate this audience by using social networking channels as the call to action.”

Currently around 18 million homes in the UK use Freeview on either their main or second sets. When digital switchover is completed next October, the whole country will have access to Freeview channels.