Fetch TV unleashes new campaign – ‘The Way to Watch’ with Today the Brave

by Mediaweek

Posted on 31 August 2023

Multi-platform brand position as Fetch welcomes Telstra TV customer

Fetch TV, the Australian aggregation platform is rolling out a multi-platform campaign with the message Fetch is The Way to Watch.

The campaign has been commissioned from the full-service indie agency Today the Brave. The timing has been chosen to coincide with the arrival of Telstra TV customers to the Fetch platform.

In 2022 Telstra Group invested $50m in the business that now operates as a JV between Telstra (51.4%) and Astro Holdings. At the time of the investment, Fetch TV CEO Scott Lorson said: “This investment from Telstra will allow Fetch TV to accelerate growth and deliver a genuinely competitive Australian home and entertainment solution. Fetch has a hard-earned reputation for localisation, innovation and partnership, and today’s announcement will ensure a bright future for our subscribers, content partners, our emerging advertising partners and, importantly, for our telco and retail distribution partners.”

Fetch

Fetch reports it services 600,000 households, and in 2023 is migrating the 800,000 Telstra TV base to Fetch.

ISP partners that offer Fetch TV to customers include Telstra, TPG/iiNet, Optus, Vocus, and Aussie Broadband. Retail distribution partners include JB Hi-Fi, Harvey Norman, The Good Guys and more. SVOD apps on the platform include Netflix, Disney+, Prime Video, Paramount Plus, Stan and Hayu.

Fetch is selling itself in the new campaign as a way to enjoy the TV experience without the complexity of navigating multiple channels and streaming platforms.

Functions available to customers highlighted in the TVCs are Continue Watching, Universal Search, Ways to Watch and Free to Me.

Today the Brave has created “TV Purgatory”, a metaphor for the frustrating limbo viewers can find themselves in when it comes to navigating the content available in streaming apps and channels.

Fetch TV campaign

A series of 15” and 30” TVCs are driven by a voiceover, observing the unique insights users grapple with on a daily basis, before they are transported into the world of Fetch, where watching TV avoids the multiplatform complexities many face.

“The audience is transported to a lonely, desolate wasteland where a tower of TVs rises into the sky, displaying the overwhelming amount of content that confronts us when making our viewing choices,” says Jade Manning, creative partner, Today the Brave.

“While the TV tower is a strong hook that outlines the problem the audience is facing, it was crucial that we demonstrated the rich and highly differentiated functionality that Fetch offers. Once you have experienced just how simple and intuitive Fetch is to use, there’s no going back,” added Vince Osmond, creative partner, Today the Brave.

Today the Brave created a device for the brand that will be pulled through an integrated campaign spanning broadcast, BVOD, social, digital, radio and static OOH including superscreens at Westfield Centres and airport billboards.

“Fetch has established itself as a market-leading aggregation platform, and we now offer a truly differentiated user experience, establishing Fetch as ‘The Way to Watch’. The new positioning and creative, developed in partnership with Today the Brave, aligns with the rollout of the new user interface and the launch of Fetch from Telstra. With a great product and strong support from our ISP and retail partners, we are set to embark on an exciting period of growth and look forward to helping Australian households truly enjoy their TV experience,” said Sue Brenchley, chief marketing officer, Fetch TV.