Binge
Unturnoffable
Launching a brand new streaming service in 2020 was a daunting prospect: we were planning to crash a party already heaving with fierce competition boasting big names and big shows. So, as we prepared the brand new brand and a campaign for launch, rather than focussing on the what of Binge, we focussed on the why: to champion Australia’s freedom to indulge.
We’re for The Bingers
During strategic development, we’d noticed something about our competitors: all they ever talked about was themselves. Who they are and what they have. So, we went the other way. We created a brand for, by and about our audience. We called them The Bingers, and for our launch campaign, we talked to them about… them. We turned their naughty, secret acts of bingeing into acts of heroism and defiance, and aligned ourselves with their unguilty pursuit of pleasure.
Produced during the first wave of COVID-19 lock-downs, Goodoil’s Nathan Price directed them from the remote comfort of his home in New Zealand, and we sent equipment out to all our talent so they could film themselves with Nathan’s guidance over video chat.
Binge on and on and on…
We wrote dozens of unique copy-led press and outdoor executions, celebrating the quirks of as many Bingers as we could think of. We ran radio and scores of ads across social and display, targeting Bingers via their affinities to serve them the content we knew they’d love.
And, in the most epic copywriting exercise of my life, we ran one DPS containing 264 Bingers, written in rhyming couplets.
Results
95% brand attribution for launch campaign
65% consideration
250,000 subscribers in 3 months
733,000 subscribers in 12 months
’Binge’ most Googled term in Australia within 4 days of launch
Director: Nathan Price
Production: Good Oil