August saw NOW TV launch its biggest ever campaign in celebration of the arrival of the NOW TV ‘Combo’ bundle. The new product is set to shake things up in the broadband marketplace with its new contract-free offering of TV, broadband and the NOW TV Smart Box.
Rapport worked alongside Mediacom and WCRS to support the #NOWyoucan campaign, which saw the new proposition launched nationally with multi-format broadcast OOH. With a specific focus on landing the ‘Combo’ Now TV took over London Waterloo station with a series of eye-catching executions sought to drive a greater understanding of the product, and encourage those in the market to switch.
The campaign included a poster domination surrounding the site and free rides being handed out to commuters on 8th August by NOW TV-branded cabs, supplied by OOH taxi specialist, Verifone Media.
Michael Cobb, Group Account Director at Rapport, commented:
“With the launch of the Now TV combo it was essential that the OOH continued the feeling of celebration which was launched in TV. In order to support the #Nowyoucan strategy we were able to supply Londoners with free taxis all day on 8th August, celebrating the no contract platform and getting rid of those Monday blues. With Now TV content dominating screens inside with the latest shows what better way to travel to work.”
Caroline McIntosh, Director of Brand, NOW TV, explained:
“Our NOW TV Combo campaign is a celebration of pushing the boundaries to provide the UK’s first contract-free triple play bundle. It’s strong yet simple empowering message of ‘Now you can,’ combined with NOW TV’s vibrant and upbeat personality truly hails the arrival of flexibility to the traditionally restrictive broadband market. This integrated through-the-line campaign breaks new ground for NOW TV as we grow our offering through this unique no contract proposition.”