TUBI HEADS TO CANNES LIONS WITH A TONGUE-IN-CHEEK CAMPAIGN CREATED FOR FESTIVAL-GOERS
Marketing Campaign Features Satirical Film Posters Created for the Cannes Lion Audience Alongside an In-Person Activation for Attendees
SAN FRANCISCO, June 16, 2023 – Tubi (www.tubi.tv), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported video-on-demand service, today teased its latest B2B marketing campaign which will debut at the Cannes Lions Festival. Created specifically for the creative ad community, the campaign will feature nine different posters for fictitious films with titles that will ring all-too-true for festival-goers, from The Idea Someone Else Did to Creative Déjà Vu, and an activation on the ground at the festival.
“On the heels of our latest Upfront-timed trade campaign, featuring short films geared towards the advertising community, we wanted to create content specifically for Cannes attendees, highlighting the sometimes irreverent experiences we all share at the festival,” said Cynthia Clevenger, Vice President, B2B Marketing, Tubi. “Tubi is the fastest-growing free ad-supported TV streaming service in the U.S. because of our foundation in ad tech and our massive hyper-personalized library, which has something for everyone. We hear from our users all the time that they ‘feel seen,’ and we hope to exude that same sentiment to the ad community heading to France this month.”
Alongside the out-of-home placements featuring additional mock film titles, including Posing With a Lion, Unattended Panel, and Business as Usual, Tubi will host an activation, located on the Parvis, where sketch artists will create custom drawings placing attendees in their own satirical Cannes posters. Those who stop by can score physical copies of the campaign film posters and giveaways from the streamer.
Tubi worked with Mischief @ No Fixed Address, its agency of record and the team behind its Super Bowl spots and latest campaign The Call to Action: A Film Series for Marketers, to bring the work to life.
João Viégas, ACD at Mischief, said: “With a content library more than 50,000 titles-strong, there’s something for everyone on Tubi—even ad people. And, given that Tubi relies on advertisers as part of its model, it felt only natural that we turn up at advertisers’ biggest festival of the year. Inspiration for the campaign was extremely easy to find, given, well, we are the target audience. It was also somewhat therapeutic. And a wakeup call that I should stop bragging about awards for work I barely worked on.”
Cannes attendees can find Tubi’s Chief Marketing Officer, Nicole Parlapiano, speaking on a number of panels throughout the week, including “Making Sense of the Inputs” at the T-Mobile Cabana and “Stacking the Marketer’s Toolbox for Success” during Adweek Abroad in Cannes on Monday, as well as a panel on the Super Bowl with Mischief @ No Fixed Address and Ad Age at the Infillion Garden on Wednesday. Melanie Brown, Tubi’s Director of Advanced TV, will also be speaking on a panel, “FAST and Streaming Services: A New TV Landscape,” at the Beet.TV Villa on Wednesday. If you would like to meet up with Tubi while on the ground in Cannes, feel free to schedule a meeting.
About Tubi
Tubi, a leader in free ad-supported TV streaming, engages diverse audiences through a personalized experience and highly curated library of 50,000 titles, more than 200 FAST channels and a growing collection of Tubi Originals with no hidden paywalls or subscription tiers. Tubi, tubi.tv, is part of Tubi Media Group, a division of Fox Corporation, that leverages synergies between Tubi, AdRise, Blockchain Creative Labs, Credible and other platform services across FOX.
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