Leo Burnett was a pretty smart guy – ‘Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.’ Four criteria his namesake London shop do well for TV provider ‘Freeview’.
They put forward a strikingly true human observation – ‘the best things in life are free’. And bring that alive with an endearing narrative – the unlikely love tale pairing natural enemies (cat and budgie) to the serenading tune of Marvin Gaye.
The overall differentiating message – ‘entertainment’s even better when it’s free.’ Of course it is.
Freeview have a compelling product offering – 95% of TV channels for free – but this is made so much grander when you consider the saturated market they inhabit where the big players, such as Sky and BT, have deep pockets and a superior product offering. Then, Freeview don’t have so much to shout about.
So, delightful job well done, and a strong standing for a challenger brand in a market of big spenders the result.