TMW axes Unlimited as it unveils Freely launch activity

Freely, the new free TV service by the BBC, ITV, Channel 4, and Channel 5, has launched its first integrated campaign aimed at enlightening consumers about how will futureproof free TV for the streaming age.

“Set Yourself Freely” has been created and devised by TMW, which appears to have ditched its Unlimited moniker following last month’s Accenture buyout. The activity promotes how the service allows UK audiences to stream live TV channels alongside on demand content for free, for the first time, without the need for a dish or aerial.

TMW, which was appointed to the account directly from chemistry meetings, has developed the strategic proposition and brand platform, with the first campaign featuring three flims, out of home, and a range of social ads.

The creative focuses on Freely’s unique benefit, allowing people to watch live TV using only Wi-Fi, spearheaded by a 30-second spot featuring different examples of people enjoying big TV moments – on big TVs – but in unexpected Wi-Fi enabled places.

There’s a couple curled up watching Doctor Who (BBC) while in the back of a black cab, a man getting a bit too into The Great British Bake Off (Channel 4) in a restaurant, and a woman becoming engrossed by Michael Palin in Nigeria (Channel 5) in the aisles of a supermarket.

These serve as cautionary tales to remind consumers that “just because you can watch a new Freely TV anywhere there’s Wi-Fi, doesn’t mean you should”. The ad then finishes with a family enjoying TV the right way, sat together on the sofa, in front of The 1% Club (ITV).

Merman’s comedy director duo, Barbara, directed the brand TV ad. Creative and production was handled by TMW and its in-house production team, Move Studio.

Hearts & Science developed a comprehensive media strategy to build awareness with priority audiences at launch and then drive growth throughout 2024.

Activity covers traditional and digital media to encompass linear TV and BVOD, PPC, and paid social across Meta and TikTok. Notable activity includes TV spots on Channel 4 and ITV, including the Britain’s Got Talent (ITV) final, alongside dynamic ad placements on All4 and takeovers on ITVX and All4.

This week, Freely is also taking a branded taxi on tour to London, Birmingham, and Manchester. People are encouraged to try to locate the taxi to be in with a chance to win a brand-new Freely Hisense TV. They can either hail the cab and watch the new TV ad with free snacks and drinks or, if the taxi is occupied or on the move, scan the QR code on the side of the vehicle.

The first 1,000 people who purchase and register a new Freely Hisense TV at a dedicated link are entered into a prize draw to receive a full refund for their TV.

Everyone TV director of marketing Amy Rowcliffe said: “Freely is here to futureproof free TV for the streaming age, by seamlessly integrating live and on demand TV, all in one place.

“TMW has well and truly delivered with this campaign. Using our cheeky brand personality, they’ve perfectly captured the imaginative (and extraordinary) places people can now watch TV, while simultaneously demonstrating nothing beats settling in for a night of great TV! We’re excited to bring a fresh, modern brand to market, for all to enjoy, and can’t wait for people to see the ad across the country.”