SeesSaw readies £5m marketing campaign

[khurramdar]

SeesSaw readies £5m marketing campaign

Friday, February 26 2010, 11:27 GMT

By Andrew Laughlin,

SeeSaw will tonight unleash the opening stage of a £5 million marketing campaign to promote its recently launched web TV service.

The campaign, which begins with a series of ten-second teaser adverts, will premiere tonight on Channel 4 before broadening out to ITV, Five and other digital channels, along with high-traffic websites, reports The Guardian.

Arqiva-owned SeeSaw hopes to position itself as a household name in the emerging online TV and video on-demand market.

Last year, the firm hired advertising agency Fallon to create the ad campaign after its success with the 'drumming gorilla' ads for Cadbury and falling coloured balls for Sony.

In the campaign, Fallon has depicted the SeeSaw logo engaged in a series of romantic, comedy and action moments, backed by the strapline, "If you love TV, SeeSaw.com".

Following the teaser ads, a larger campaign will launch in the second quarter of this year to accompany the arrival of SeeSaw's paid-for VOD service.

"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 SeeSaw head of marketing Maya Bhose.

"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."
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