Spark Ventures' subscription video on demand service Lightbox launched yesterday (here's our take on the various streaming options) and while plenty of early adopters seemed pretty excited about that, it's launched a campaign via Consortium to get the rest of the country to pay attention.
Lightbox marketing manager Kerryanne Nelson says the simple, bold and colourful design‚ as seen in the Spark atrium yesterday, is really engaging. And it's carried that on into the audio-visual realm by embracing the box (it sounds like Mikey Havoc on voiceover duties, which is slightly surprising given he also does the voice for Flip broadband).
"You’ll be seeing Lightbox pop up across TV, radio, digital and cinema over the coming weeks," she says.
Unlike Quickflix's ads from a few years back or Sky's 'Come with Us' manifesto, there's no real creative idea behind the campaign. It's more of an explanation aimed at raising awareness of the new "all you can eat" online TV offer and showing off some of the "insanely good TV" it has secured.
Lightbox has also created a number of online videos explaining how to use the service.
Nelson says Lightbox is not releasing numbers at this stage. But Spark chief executive Simon Moutter said recently it's aiming to sign up 70,000 customers by 2015.