Channel 31/44 unveils new ‘Watch Different’ campaign for CTV+ app launch via Keep Left
The last remaining free-to-air community TV stations in Australia, Channel 31 and Channel 44, have partnered to launch CTV+, the world’s first community television streaming service on mobile devices, backed by a campaign developed by independent PR and creative agency Keep Left, that encourages Australians to Watch Different.
With the careers of some of Australia’s media stalwarts such as Waleed Aly, Rove McManus and Hamish (Blake) & Andy (Lee) traced back to Channel 31, the new CTV+ app cements community television’s future in the Australian media landscape.
The campaign showcases the incredible range of content CTV+ has on offer, by giving the community a chance to experience the unique programming on the channel, which is markedly different.
Says Blair Kimber, ECD at Keep Left: “There’s no place like CTV+ in Australian media. It’s a blank canvas for people in the community to tell their stories and be represented on a broad stage. We wanted to hero this unique difference through the Watch Different campaign and give our audience a fun taste of what’s on offer on the CTV+ app.
“From live-streamed cats and footy panels to First Nations storytelling and beekeeping, CTV+ is truly a place of discovery, where anything and everything goes. We hope the campaign will encourage new and existing audiences to explore the obscure, moving and downright funny content on offer.”
Watch Different is being rolled out via a series of rock posters with guerrilla placements across Melbourne and Adelaide (the homes of C31/44 respectively). QR codes on each poster will push the audience to a randomised web experience, where they can discover a curious collection of CTV+ snippets live-streamed and download the CTV+ app.
Click here to be taken to the Watch Different microsite.
The official launch of CTV+ kicked-off across two events in Melbourne and Adelaide with several state and federal politicians in attendance. The Melbourne event hosted Labor’s Federal Member for Macnamara Josh Burns and Labor’s State Member for Footscray Katie Hill and the Adelaide event hosted South Australian Labor Senator and Chair of the Community Affairs Legislation Committee, Marielle Smith.
Says Caroline Catterall, CEO, Keep Left: “It’s awesome to work with Channel 31/44 again and help fly the flag for community television, which plays a huge role in giving a platform to minority groups and subcultures, not covered by commercial TV.
“It’s been a terrific collaboration with the C31/44 teams, and the Lefties have loved every minute of bringing Watch Different to life.”
Says Shane Dunlop, general manager, C31: “We approached Keep Left with a pretty open brief and were impressed with how they grabbed it with two hands and nailed the strategy, and the execution. Their creative thinking was exactly what we were looking for as we begin a new era for our brand and community TV in general.”
The CTV+ streaming app launches today on Apple and Android, followed by TV-compatible apps (Samsung, AppleTV and GoogleTV) later in the year.
Client: Channel 31/44
Channel 31 General Manager: Shane Dunlop
Channel 44 General Manager: Lauren Hillman
Agency: Keep Left
General Manager Creative: Mike Doman
General Manager PR: Tim Lele
Executive Creative Director: Blair Kimber
Art Director: Heath Schmidt
Copywriter: Ruby Gill
Account Manager PR: Olivia Turnbull
Designer: Bryce Pepper
Client Services Director: Johanna Murray
Senior Brand Strategist: Laura Agricola
Junior Planner: Harris Galloway
Senior Client Services Manager: Jeremiah Espanto
Director of Digital and Content: Larissa Thorne
Digital Planner: Zach Edwards
Media Agency: Mr Glasses
Web Development: Rock Agency
Senior Designer: Tia Kelly – Rock Agency
Front End Developer: Dipali Vala – Rock Agency
Project Management: Britta Henkel – Rock Agency