Set Yourself Freely

Freely, the new free TV service by the BBC, ITV, Channel 4, and Channel 5, has launched its first integrated campaign. Created and devised by TMW, ‘Set Yourself Freely’ enlightens consumers about the new way to do free TV.

Freely will allow UK audiences to stream live TV channels alongside on demand content for free, for the first time. By removing the need for a dish or aerial, Freely will futureproof free TV for the streaming age.

TMW was appointed to the account directly from chemistry. The integrated creative agency has developed the strategic proposition and brand platform, with the first campaign featuring three TVCs, out of home, and a range of social ads.
The creative focuses on Freely’s unique benefit, allowing people to watch live television using only Wi-Fi. The hero 30-second spot features 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) whilst 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 us 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.

To elevate the creative campaign, Freely is taking a branded taxi on tour to London (Monday 20th May), Birmingham (Tuesday 21st May), and Manchester (Wednesday 22nd May). People are encouraged to try and 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 advert 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.

What’s more, 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.