SeeSaw begins $5m ad campaign

01/03/2010

UK video-on-demand service SeeSaw has started its launch campaign, worth £5m, beginning with 10 second commercial. The campaign will start with a series of ten-second teaser ads across Channel 4's portfolio of TV services, expanding to run on ITV, Channel Five, digital multichannel stations and high-traffic websites.

SeeSaw has signed advertising agency Fallon to develop the series of three teaser commercials, which feature the SeeSaw logo acting out scenes of romance, comedy and action. The campaign also introduces the service's strapline, "If you love TV, SeeSaw.com".

01/03/2010

"The first phase of the marketing activity will drive awareness of SeeSaw across a broad audience of TV fans, through both broadcast and online," said Maya Bhose, Head of Brand Marketing at SeeSaw. "The brief to Fallon was to bring to life the campaign strapline with a series of engaging executions, reinforcing the relationship between SeeSaw and great TV. Our advertising strategy will develop further as we move towards the pay launch of the service later in the year."

SeeSaw was built from the technology developed for the defunct Project Kanagaroo, offering 3,000 hours of BBC, Channel 4 and Channel Five VoD programming.

Programming is currently free to access but SeeSaw will begin charging for some content some time in the second quarter when US shows are expected to be added to the service.

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