Subscription video on-demand is often compared to linear television as a superior alternative that gives users the freedom to watch what they want when they want to, without the annoyance of advertising. Yet, despite these advantages, Kiwi SVOD provider Lightbox still sees value in using the reach of traditional television to spread the news about its offering.
Until now, much of Lightbox's television-based advertising has taken the form of short snippets of some of the more popular shows that screen via the service.
However, the company has now taken a crazier turn with a new campaign that features a Viking having a conversation with his Kiwi wife.
Created by creative agency Consortium and production company Kontent, the clip is the first in a series of ads that will be rolled out over the coming weeks and draw attention to some of Lightbox's major shows.
According to Lightbox's head of sales and marketing David Hine, the campaign will highlight a combination of shows that are currently popular among Kiwi viewers, those that are proving popular abroad as well as a range of kids' shows.
"We really want to show viewers the depth and breadth of our programming," Hine says. "Vikings is already proving popular with Kiwi audiences, but we also want to draw attention to some of the shows that Kiwis might not be aware of."
Hine was asked to share some statistics on number of streams and subscribers that Lightbox has tallied up since the service first kicked off, but he said that Lightbox is not releasing this information at this stage.
"I can only say that tens of thousands of Kiwis are loving the content, and that SVOD is growing in popularity," he says.
Dave Hine – Head of Sales and Marketing
Kerryanne Nelson – Marketing Manager
Danielle McNaughton - Marketing Manager
Strategist – Paul Shale
Senior Creative Lead - Pete Force
Senior Account Director - Vanessa George
Agency Producer - Sacha Moore
Production Company - KONTENT
Director / Executive Producer - Simon Mark Brown
Post Production - Bertrand Remaut
Craig Matuschka at Liquid Studios