Hubbl brand ambassadors Hamish Blake and Andy Lee – presented as ‘Hubbl and Andy’ – are the stars of the TV technology’s national advertising campaign, launching today.
Mediaweek understands JOY, the creative agency behind the campaign, worked on the launch on a project basis. JOY will remain on Foxtel’s agency roster moving forward, but it is not Foxtel’s agency of record; the business will continue to use its in-house team, Fox Creative.
The hero 30 second TVC is supported by a number of 15 second spots. The films feature Hamish dressed as Hubbl spruiking its features – single view, stack and save, and watch list – and are soundtracked by a version of LMFAO’s Party Rock Anthem that substitutes the lyrics “everyday I’m shufflin'” with “everybody Hubbln'”.
“Hamish and Andy are the ultimate brand ambassadors bringing authenticity and likeability to the brand and elevating the creative with their unique tone and comedic delivery,” said Hubbl’s executive director Dani Simpson.
“Hamish as a life-size Hubbl dancing to ‘Everybody’s Hubbl’n’ gets me laughing every time and we think it will help push Hubbl into the vernacular as a simplified TV and streaming experience.”
The small device plugs into any compatible TV and unites free-to-air TV, streaming services, and internet in one interface. Its sale date and launch of the national campaign coincides with the first weekend of the AFL season, and a week after the NRL season began in Las Vegas.
The campaign was teased at Hubbl’s launch event in Sydney – attended by top brass including News Corp CEO Robert Thomson – at the end of February. Hubbl said the campaign strategy was informed by “extensive consumer research”, which uncovered Australians’ streaming frustrations.
The TVCs are supported by placements across OOH, digital, cinema, and audio. The launch will focus on awareness and driving people in-store and online to purchase the device at its introductory price of $99.
“Hubbl is a piece of tech that belongs in every home, so we opted for a duo most Australians know and love,” explained JOY principal Andrew Wynne.
“As talent, Hubbl and Andy bring the many features and benefits of the system to life in simple, connective ways. They are great at showing how the technology solves real-life entertainment problems and frustrations, quickly and easily; making it all feel as fun and entertaining as it should be.”
Future creative executions will focus on the features and benefits of Hubbl Glass – Hubbl’s TV with a built-in sound bar that requires just an internet connection and power cord. JOY was joined by media agency Mindshare on the campaign.
“The opportunity to launch such an innovative product to market and define the strategy from the start has been an incredible journey, and one that we are extremely proud to be part of,” Mindshare managing partner Linda Tyson said.
“We are excited to see our unmissable multimedia campaign come to life, and look forward to the success of this transformative technology.”
After the official launch event on 21 February, Foxtel Group CEO Patrick Delany told Mediaweek that the business hopes BINGE and Kayo, along with other streaming partners – including Netflix, Disney+, Prime Video – enjoy “lower churn and more acquisition” thanks to Hubbl.
“That happens by being next to someone who might have a hit show that month or week that maybe we don’t,” he said.
“The research indicates this will create a far better user experience which gives more value to the apps.
“Price is another discussion. The research is very good [on us being able to] generate more sales and retain more customers.”
Delany denied Foxtel had to open up BINGE and Kayo to competitor streamers, but wouldn’t be drawn on the deals; “I won’t go into the commercial terms.”
“The thing that everyone has in common is that they want to be with Kayo. Kayo has an extraordinary load of live sports. There is nothing like it anywhere in the world. To be positioned in the same place as Kayo and to be billed in the same place all the partners see as a real positive.”
Delany has also used Hubbl’s launch to argue against certain apps possibly appearing higher than others in search results or on home screens should proposed prominence laws be passed. In the same week he hosted the Hubbl’s harbourside launch event in Sydney, he travelled to Canberra to convince senators that “easy access to the free to air services through our devices, like the iQ and Hubbl, is already happening.”
“Prominence should be about free to air options being easily available without interfering with consumer choice and convenience,” he said. “We believe customers are entitled to control their own connected TVs in the way they choose. Any proposal to alter search results and app placement to favour free-to-air services undermines customers’ right to choose.”
Hubbl’s proposition includes: watching free-to-air TV with or without an aerial (plug and play), all streaming subscriptions in a single view (single view), saving money the more streaming subscriptions you move over to Hubbl (stack and save), one interface (fusion), the ability to search across apps and TV channels over voice or text, personalised watch lists, and a ‘continue watching’ list that spans all apps and free-to-air TV.
Credits:
Marketing: Hubbl
Creative: JOY
Production: Fox Creative, Scoundrel
Media: Mindshare and Foxtel Group Media Team
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See also:
Hubbl: The CEO interview – Patrick Delany on why you need this streaming device
As BBC takes control of BritBox International, will the service soon be added to Hubbl?
“Real competition” or “overkill”? Media buyers weigh in on Hubbl