Australia has had its first taste of the newest SVOD competitor on the market, after Foxtel’s Streamotion division launched Binge’s first brand campaign last week.
Speaking with B&T, Binge’s CMO Lou Crompton said the campaign was all about reminding viewers of the joys of binge viewing.
“The brand is all about indulgence and escapism and the emotional benefits of streaming,” Crompton said.
“What we really wanted to do was celebrate that and show streamers in all their glory indulging and enjoying watching the things they love.
“Binging itself is a term that’s very established in the streaming vernacular, as a result, we’re being a little bit cheeky here and claiming it for our own.”
The campaign highlights the range of content available on the service under Foxtel’s licensing deals with global studios, headlined by HBO titles such as Games of Thrones, Big Little Lies and True Detective
Binge was first announced in late April, with Foxtel CEO Patrick Delany promising “our new service is going to deliver something quite unique”.
And according to Crompton, Binge’s point of difference comes in three forms: content, user experience and branding.
“We see ourselves as standing apart from the category in three ways,” she said.
“We’re bringing together a collection of content from the world’s best studios all for just $10 a month.
“Secondly, the user experience has been built by streamers for streamers. It’s based on a world-class technology platform. We’ve really taken time to understand what entertainment streamers need.
“Thirdly the brand. This is a fresh brand that really celebrates the emotional benefits of streaming.”
Binge has been built on the same platform platform used by Streamotion to launch sports streaming service Kayo.
However, the design has been tweaked specifically for entertainment viewing, with the hope the new interface can “kill the scroll”.
“As we know, with many occasions of people coming into the category and using the streaming services, they’re not sure what they want to watch,” said Crompton.
“So they spend a lot of time scrolling. We’ve done a lot of work to try and understand that in more detail and design the product experience and features – some that are there today, some that will come over time – that are really designed to kill the scroll and connect people to the content that they feel like watching.”
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