As winter sets in and Australian’s are hungrier than ever for fresh content, the nation’s newest streaming service BINGE has promised it has something for everyone with its first major creative campaign, “We’re for the Bingers”, developed in partnership with The Hallway.
The campaign is underpinned by the BINGE brand belief that a life well lived includes indulging in the things you love. BINGE provides an escape from everyday life, a place for unapologetic pleasure, and by doing so, brings a little more joy to Australians.
Anchored by the tagline ‘Unturnoffable’, the campaign celebrates ‘The Bingers’ via a tongue-in-cheek ode rolled out across TV, print, OOH, digital, radio and social, that says it’s okay to escape the real world and binge on a show that you love.
BINGE chief marketing officer, Louise Cormpton, said the campaign establishes BINGE’s unique personality in a busy SVOD market: “BINGE speaks to the heart of what great entertainment viewing is about, something that is so good you can’t switch it off.
“BINGE is the friend who is an unashamed advocate of a bit of self indulgence, and is never short of a cheeky come-back for those people in life who try and tell us what we should or shouldn’t do.”
BINGE chief commercial officer, Ant Hearne, added that while it was important the campaign landed the brand’s identity, it was crucial it also linked back to the user experience: “We talk about BINGE being for everyone, every binger, every mood. From the TV tragics, the “laptop peakers” and the “get an ep in on the way to work sneakers”, the brand is intrinsically linked to the experience of bingeing.
“It’s personality is mirrored in the product experience and the world-best content you will find there; there is seriously something for everyone. From Game of Thrones to Sex and the City, Fast & Furious to Bridesmaids, Planet Earth to Keeping Up with the Kardashians, and Despicable Me for the kids. Everyone is going to be happy on BINGE with over 10,000 hours of the world’s best content from only $10 a month.”
Says Simon Lee, The Hallway’s executive creative director and partner, said the campaign strategy was only finalised in late March when COVID-19 meant plans for launch needed to be revisited: “We were about to go into production on a large scale TVC when the country went into lockdown, which meant we needed to change our whole direction pretty much overnight.
“The team jumped straight into re-conceptualising and planning a brand launch in this new world we found ourselves living in. The resulting campaign is a testament to the agility of our teams and a great collaborative relationship.
“We live in a world that celebrates go-getting, constant achievement and self improvement. BINGE is a brand that sticks two fingers up at this, instead celebrating the unapologetic indulgence of lounging in tracky dacks, ugg boots and a hoodie, watching back to back seasons of your favourite show. We’re not just saying it’s okay to binge, we’re giving it a noble status.”
The “We’re for the Bingers” campaign is live today across TV, print, OOH, digital, radio and social.
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Creative Agency: The Hallway
Production Company: Good Oil
Director: Nathan Price
Editor: The Editors
Sound and Music Composition: Uncanny Valley
Media Strategy: The Hallway
Media Buying: Havas
PR agency: Thinkerbell