Broadcaster Magazine

CraveTV Launches Multiple Platform Marketing Campaign

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  • Following last week’s news announcing the arrival of CraveTV to all Canadians with access to the Internet, Bell Media puts its premium TV streaming service front and centre with a national marketing campaign that extends across multiple platforms including TV, radio, out of home, digital, and social. The campaign features the call to action and tagline “Stream On!”

    “Our strategy is to engage consumers with the CraveTV brand in a memorable way, to drive home the message that Canada’s best streaming service is now available for everybody,” said Jon Arklay, Senior Vice-President, The Bell Media Agency, Brand, Creative and Marketing. “Dovetailed with a nationwide marketing blitz that spotlights our unmatched lineup of exclusive programming, Canadians can expect to see and hear about CraveTV everywhere in the coming weeks.”

    The multi-phased campaign began in November of last year with an on-air tease execution tied to promotion of the new big buzz, star-studded drama from Showtime, Billions. Viewers were given a sneak peek of the first episode, sampled on various CraveTV platforms, including a newly curated, CraveTV YouTube channel designed to complement the streaming platform by giving non-subscribers an opportunity to sample some of CraveTV’s product offering.

    Next up was outreach on digital and social with the objective of enlisting TV fans to RSVP and be among the first to find out when CraveTV would become available directly to all consumers. Sure enough, premium TV lovers from across the country signed up to get insider-access, with momentum reaching a fever pitch in January when more than 1,000 people per day were added to the e-mail list.

    The campaign then kicked into full gear last Saturday with the premiere of the centrepiece of the Stream On! campaign, a new dramatic :60 spot set to the music of Aerosmith’s epic hit “Dream On,” that premiered during CTV’s broadcast of the NFL Division playoffs.

    Targeted to traditional and non-traditional TV viewers, the :60 second spot provides a powerful soundtrack to highlight CraveTV’s vast selection of award-winning stories and characters and showcase CraveTV’s incredible lineup of iconic current and classic TV hits. The spot is now in heavy rotation across Bell Media’s TV networks. Click here to view the Stream On! spot.

    Other elements of the CraveTV campaign include: the service’s logo refreshed as an App icon; :30 and :15 radio spots that focus on availability, the unique value proposition of the service, and key programming ; OOH digital boards in key locations, including Toronto’s Gardiner Expressway; digital display ads leveraging Billions and Letterkenny; and paid social campaigns on Facebook, Twitter, and Instagram.

    The Bell Media Agency is building even more buzz through a street-level stunt at Bell Media’s landmark Queen Street building in Toronto where, for the next two weeks, an OOH domination will engage passers-by with the new campaign creative as well as the vast selection CraveTV’s premium TV programming. The historic building is lit up in CraveTV orange every evening, while high-impact video screens demonstrate the quality of content and the simple user experience. At the corner of Queen and John, a multi-phased wall mural evolution unveils Stream On! and the new app icon logo.