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Campaign juxtaposes “Old TV” with Sling TV’s new TV model
Sling TV today released its first U.S. advertising campaign nationally across TV, social and digital platforms. The #TakeBackTV campaign targets Sling TV’s strategic audience: the millennial generation that is increasingly opting out of traditional pay-TV subscriptions.
“Millennials have polarising feelings about TV; they love the content, but hate the pay-TV model,” said Glenn Eisen, Chief Marketing Officer of Sling TV. “The #TakeBackTV campaign introduces Sling TV as a new model and solution for the millennial audience. It directly mirrors their sentiment toward the pain points that accompany traditional pay-TV, in an exaggerated, humourous and fun way.”
The inaugural creative features kids personifying “Old TV” by heckling customers with the pain points of traditional pay-TV, including long-term contracts, expensive programming bundles, high prices, hidden fees and poor customer service.
View the new ads, “Old TV Model,” “Customer Service” and “Useless Channels” on the Sling TV Official YouTube Channel. Sling TV will continue to unveil additional elements in the coming weeks. Camp + King, a San Francisco-based agency is responsible for the strategy, creative and content for the campaign.
Sling TV also unveiled its mission statement as an anchor to the entire campaign.
Sling TV, a subsidiary of DISH Network Corporation, provides over-the-top television services including domestic and international live and Video-On-Demand programming. It is available on televisions, tablets, computers and smartphones in the U.S. The Sling TV programming portfolio includes content from Disney/ESPN, HBO, AMC, A&E, Turner, Scripps, EPIX, Univision and Maker Studios. Sling Latino offers a suite of standalone and add-on Spanish-language programming packages tailored to English-dominant, bilingual and Spanish-dominant U.S. Hispanics. Sling International currently provides more than 200 channels in 18 languages across multiple devices to U.S. households.
https://youtu.be/k2AKQ-aTh7U
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