Tubi, Fox Corporation’s free streaming platform, has launched its first global brand campaign in Australia, ‘Find Any Feeling For Free’, built around a simple truth.
The campaign features absurd scenarios that exaggerate the extreme lengths people go to in real life to elicit a specific feeling. These scenes are sharply contrasted with a simple, seamless alternative, ‘Or You Could Tubi’. With the largest library of free content in Australia, the campaign demonstrates there is a Tubi title to match every mood and genre preference through a mix of global assets and localised Australian executions.
As the exclusive advertising sales partner for Tubi in Australia, News Australia chief revenue officer Lou Barrett said: “When viewers choose what to watch based on how they want to feel, they are fully tuned in. For Australian advertisers, that active emotional choice translates directly into higher engagement and stronger commercial outcomes.”
Reinforcing the campaign’s content promise, Tubi also recently announced its multi-territory licensing deals with NBCUniversal Global TV Distribution and Sony Pictures Entertainment, bringing more than 450 library movies and TV episodes to its catalogue in the UK, Canada and Australia. For Australian viewers, new additions include hit titles such as Good Boys, Freaky, The Witch, Lady Bird, I Know What You Did Last Summer, The Intruder, Once Upon a Time in Mexico, and the series Lost Girl.
Tubi chief marketing officer, Nicole Parlapiano, said: “‘Find Any Feeling For Free’ is rooted in the universal idea that whatever you’re in the mood to feel, there’s something on Tubi for you. We believe that message will resonate strongly with Australian audiences, and we’re excited to bring it to life through a distinctly local campaign. Our vast library reinforces our commitment to giving fans greater choice, more to discover and, ultimately, even more feelings to find on Tubi, all for free.”
The national campaign rollout features CTV spots, out-of-home takeovers across Sydney and Melbourne including on buses, radio integration across ARN, digital screens and network-wide amplification across News Australia.
The campaign was created by US agency Mischief @ No Fixed Address, the team behind Tubi’s ‘Down the Rabbit Hole’ campaign and supported by News Australia’s in-house creative agency Roller.
The campaign rollout comes as Tubi reaches a record 110 million monthly active users worldwide (up 14 per cent year-on-year), backed by a 32 per cent increase in Total Viewed Time in Australia.
