AFL and NRL stars feature in campaign put together by Binge, Balboa and Mindshare
Binge has dropped new ads today starring AFL footballer Bailey Smith and NRL’s Jarome ‘Romey’ Luai. Sporting the tag line ‘It all happens here’, the creative celebrates live and on-demand sport (direct from Kayo Sports), news, entertainment and more lifestyle content coming to Binge at no additional cost to subscribers.
The hero 30-second TVC spots open with Bailey and Jarome proclaiming “I’ve always loved Binge, but Binge hasn’t always loved me… until now” as a nod to sport being added to the platform.
Representing their teams in custom embroidered dressing gowns, the star players contemplate what to watch as they flick through the content across drama, reality, movies, and of course sport, news and lifestyle – all available on Binge.
Jarome ‘Romey’ Luai
Fiona King, marketing director, Binge, said: “Binge is entering its sports era and we’re excited to entertain the nation with the best shows, movies, sport, news, lifestyle, live channels and much more – it all happens here. Integrating sports talent into our paid media campaign was a no-brainer to reach new audiences with an expanded content offering and reiterate that Binge has something for everyone.
“Bailey and Jarome nailed their debut Binge performances in ads that we think will resonate and help cut through the noise.”
Guy Sawrey-Cookson, executive creative director, Balboa, said: “The brief was simple: Introduce sport on Binge – but the challenge was not over-complicating the creative. Great talent was the solution. Bailey and Jarome are instantly recognisable – even if you’re not a sports fanatic you know who they are – and the perfect jumping-off point to promote the variety of content available on Binge while staying true to the brand’s personality.”
Bailey Smith
The TVC spots will be integrated into the multi-channel media campaign currently in market promoting a range of premium content including series The Day of the Jackal, Dune: Prophecy, and classics like The Sopranos, Mr InBetween and Saturday Night Live among others.
Binge on sport
Starting with a bumper finals weekend with the back-to-back AFLW Grand Final and WBBL Grand Final on 30 November and 1 December, Binge will offer a slate of live and on-demand sport also featuring Men’s Big Bash League, Super Netball, World Surfing League, Women’s Golf (USLPGA, Ladies’ European Tour, AIG Women’s Open), all Kayo Minis of the F1, and Fox Sports-produced magazine shows, and, come winter, NRL and AFL footy on Thursdays, Fridays and Sundays (simulcast games) during the regular season with no ad breaks during play.
BINGE will also offer subscribers more than 3,000 On Demand hours and a 24/7 dedicated LifeStyle channel, more live news channels from major local and global outlets, and live music channels.
Binge campaign credits
Marketing: Binge
Creative / Production: Balboa
Media: Mindshare, Foxtel Group