JUST IN TIME FOR UPFRONTS SEASON, TUBI DEBUTS
THREE NEW FILMS CREATED FOR MARKETERS
Dubbed The Call to Action: A Film Series for Marketers, Tubi’s Latest Creative Marketing Campaign Features Three Short Films, “The Gen Z Next Door,” “Under the Impression,” and “Request for Proposal” That All Shine a Satirical Light on the Inner Workings of the Ad World
SAN FRANCISCO, May 1, 2023 – Tubi (www.tubi.tv), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported video-on-demand service, today unveiled a new ad campaign whose target audience is, ironically, attendees of industry events like the Upfronts. Dubbed The Call to Action: A Film Series for Marketers, the campaign includes three satirical 5-minute long films that span genres from romance to true crime and feature storylines that blur both the personal and professional lives of media buyers, account teams and creatives alike. Tubi worked with Mischief @ No Fixed Address, its agency of record and the team behind its Super Bowl spots, to bring the campaign to life.
“The Upfront season is one of the most intense times of the year for buyers, so we wanted to offer them a bit of fun and levity with these hyper relevant short films,” said Cynthia Clevenger, Vice President, B2B Marketing, Tubi. “We have the world’s largest free streaming library that has attracted over 64 million monthly active users because of our ability to offer a personalized experience for each and every one of them. We hear from our audience all the time that we make them feel seen, which is the feeling we wanted to bring to the ad community through this campaign.”
Hunter Fine, Creative Director at Mischief, said: “It’s kinda like Inception. We created a highly-targeted ad campaign to people who buy and place highly-targeted ad campaigns. B2B marketing can rely heavily on touting the latest ad tech features or metrics. But we took a different approach, aiming to entertain with these provocative short films. It’s true to Tubi’s unconventional style—which you’ll know all about if you saw the mischief they made at this year’s Super Bowl.”
The short films, which will live on Tubi’s platform and on YouTube, include:
- The Gen Z Next Door (Mystery) – Tasked with researching the Gen Z audience persona, Anna, a media strategist, takes a step into the unknown as she tries to understand her younger neighbor.
- Under the Impression (True Crime) – A mild-mannered media buyer is put in the hot seat and interrogated by his higher ups when the wrong creative is trafficked.
- Request for Proposal (Romantic Comedy) – A media buyer and her graphic designer best friend come up with an ad campaign targeting her boyfriend in hopes it will convince him to propose.
As part of the campaign, the short films will be promoted across social channels and OOH placements in key ad markets.
Tubi accounted for 1% of total TV consumption in March, making it the most-watched FAST (free ad-supported television) service in the U.S., according to Nielsen’s The Gauge Total TV and Streaming Snapshot. Tubi delivers net-new audiences for advertisers, with 25% of Tubi streamers unreachable on other major ad-supported streaming services. Tubi’s audience continues to be young and increasingly diverse, with African American and LGBT audiences growing over 50% in 2022. Audience growth exceeded 25% in each major level of household income and the Hispanic demo, according to MRI. Tubi’s core younger demographic has remained strong, with more than 1 in 3 (36%) Tubi streamers between the ages of 18 and 34.
Tubi, Fox Corporation’s ad-supported video-on-demand service, has over 50,000 movies and TV shows, including a growing library of Tubi Originals, 200+ local and live news and sports channels, and 455 entertainment partners, featuring content from every major Hollywood studio. Tubi gives fans of film, television, news and sports an easy way to discover new content that is completely free.
Tubi is available on Android and iOS mobile devices, Amazon Echo Show, Google Nest Hub Max, Comcast Xfinity X1, Cox Contour, and on connected television devices such as Amazon Fire TV, Vizio TVs, Sony TVs, Samsung TVs, Roku, Apple TV, Chromecast, Android TV, PlayStation 5, Xbox Series X | S, and soon on Hisense TVs globally. Consumers can also watch Tubi content on the web at www.tubi.tv
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