TUBI LAUNCHES FIRST-EVER UK CAMPAIGN “WATCH WHAT YOU ACTUALLY WANT TO WATCH”
New Ads and Creative Aim to Free Audiences from the Pressures of Cultural ‘Must Do’s’
LONDON, 15 July 2024 – Tubi (www.tubi.tv), Fox Corporation’s (NASDAQ: FOXA, FOX) ad-supported streaming service, today announced its first brand campaign in the UK to amplify its arrival in the market earlier this month. The campaign titled ‘Watch What You Actually Want to Watch’ includes commercials “Gallery” and “Theatre” and out-of-home (OOH) in London that playfully puts the British viewer at the centre.
The campaign, created in partnership with Tubi’s creative agency of record, Mischief @ No Fixed Address, and supported by VaynerMedia EMEA, empowers Brits not to feel obligated to take part in cultural sophistication or succumb to the fear of missing out. Instead, Tubi seeks to empower viewers to take back ownership of their time.
Tubi’s ads humorously and gently dig at British traditional culture – specifically going to art galleries and watching Shakespeare – and how for many, this can be an obligatory tick-box experience. In the ads, viewers are literally spoken to and encouraged by the art itself to think about what they’d rather be doing – ultimately, watching Tubi.
“In bringing the brand to the UK with our creative campaign, we wanted to stay true to Tubi’s playful and irreverent voice while also speaking directly to a completely new audience in a captivating way,” said Nicole Parlapiano, Chief Marketing Officer, Tubi. “Our campaign uses playful scenarios to challenge the societal pressures that we all feel when we haven’t seen the latest play, documentary or show; promoting instead, people to spend their time doing what they actually like, guilt free.”
Kevin Mulroy, ECD & Partner at Mischief, said: “Tubi’s won the hearts of people by showing up in a way that no other streaming platform has. It leads with a unique brand-first personality, instead of throwing mass marketing behind individual titles. And it gives viewers permission to stop pretending they want to watch shows about a soap opera aristocracy, or yet another gritty murder mystery.”
VaynerMedia EMEA led 360 media planning and buying for the campaign, featuring tongue in cheek out-of-home placements, with an emphasis on high impact formats including an Oxford Circus underground takeover, Motion@Waterloo station, the iconic Outernet screens as well as a number more across London. In addition, ad placements can also be seen across CTV, Spotify audio and digital and podcast host-reads. The campaign will also live on social media through a number of influencers and across Tubi’s own channels.
Tubi launched with over 20,000 movies and TV episodes on-demand in the UK, featuring curated content from major global distributors such as Disney, Lionsgate, NBCUniversal, and Sony Pictures Entertainment as well as a robust slate of exclusive Tubi Originals. Tubi’s content library in the UK pairs some of the best Hollywood films with modern British classics, and offers series with well-known UK TV franchises alongside new areas of discovery – from Bollywood and Nollywood to Arthouse Cinema.
The UK launch and new campaign comes as Tubi continues to take the streaming category by storm, amassing nearly 80 million monthly active users. Tubi has established itself as a bold challenger brand in the U.S. where it most recently tied Disney+ in total viewing time according to Nielsen’s The Gauge Report and continues to be the #1 AVOD player.
For more information, visit www.tubi.tv or contact Tubi’s media relations team.
For more information:
Eat the Fox PR
tubi@eatthefox.com
About Tubi
Tubi is the most watched free TV and movie streaming service in the U.S., dedicated to providing all people access to all the world’s stories. The company engages diverse audiences through a personalised experience and the world’s largest content library of over 250,000 movies and TV episodes, a growing collection of exclusive originals and over 250 live channels. Tubi is part of the Tubi Media Group, a division of Fox Corporation that oversees the company’s digital businesses.
