LoveFilm Instant expands push

LoveFilm is stepping up its campaign to promote the new content streaming service, LoveFilm Instant, with a push designed to show how it is ideal for time-strapped
consumers.
Devised by agency MBA, the content-themed campaign centres on how consumers can get bite-size access to catch up on classic TV episodes.
The initiative launches this week through outdoor and print channels and builds on from the service launch in December.
Creative focuses on recent TV classics Lost, Cougar Town, The Secret Diary of a Call Girl, and The Blue Planet as well as offering LoveFilm subscribers the chance to laugh off their days with a dose of Blackadder.
The campaign is being launched through 30,000 Tube ads, alongside 6-sheets throughout the London Underground network, and exposure throughout the Manchester and Newcastle Metro links.
This activity is amplified by digital escalator panels around London, digital 6-sheet placements in National Rail stations and LCD panels in the Glasgow underground system, designed to catch busy commuters during their daily journeys.
MBA managing partner Paul Munce said: “LoveFilm Instant is all about providing easy, high-quality access to great content, whether you want to enjoy a movie or start a favourite TV boxset you’ve been meaning to watch, as soon as you get home from work.”
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