Breaking News. ABC today debuts “Enter_” a new integrated brand marketing campaign aimed at raising the awareness of Australian audiences about the number of ways they can engage with ABC content across all platforms – Television, Radio, Online, Mobile and ABC Shops.
The campaign will invite Australians to ‘Enter’ the ABC via different messages, different offerings and in different ways that suit them. It is ABC’s first major advertising campaign in a decade and was led by Sydney creative agency Moon.
The goal of the new campaign is threefold:
- Increase the awareness of the ABC’s online content at abc.net.au, and online catch-up TV service, iView;
- Encourage more Australians to engage with the ABC, more often, and in more ways; and
- Re-energise the ABC brand so that it is consistent with the reality of the ABC today as an innovative and multi-platform broadcaster.
ABC (Australian Broadcasting Corporation) delivers more than 500 million downloads each year, not including Australia’s first internet television catch-up service iView, streaming over 2 million views a month, plus a myriad of content made for mobile and tablet devices.
ABC Director of Corporate Strategy and Marketing Michael Ebeid adds, “”We tried to keep some of the things Australians love about the ABC (the sting and logo) and added a modern interpretation.”
It’s the first time the public broadcaster has run an integrated cross-platform ABC promotion highlighting its four TV stations, four national, nine metropolitan and 51 regional radio networks, internet-only catch-up TV service iView, ABC Online, centres and shops.
I will be updating & sharing additional creative with as new brand components become available. A special thanks to Lisa Hresc, ABC Head of Corporate Marketing, for reaching out and sharing campaign insight.