Tubi streaming service has launched a major advertising campaign under the slogan “Not on Netflix”: the slogan is intended to inform the American public about the fact that their are thousands of movies and TV series, including not subscribers of the service with the letter N — free. The campaign was launched on 18 November and will last six weeks.
In a series of promotional videos for Tubi starring American TV Terrence Howard, Chris noth, Carmen Electra, Colton underwood and Cassie Randolph, and singer Robin Thicke and the Pussycat Dolls vocalist Nicole Scherzinger. The plot clips, stars complain about the therapist to the overabundance of paid streaming services — in response, the doctor recommends Tubi as free and universal remedy for their problems.
Vice President of marketing Department Tubi Emily Jordan explains the idea of the campaign as: “Streaming war is in full swing, and an aggressive advertising policy paid services begins to bore the audience — it’s time to offer him a free alternative format AVOD”.
Mentioning Netflix in the slogan of the promotional campaign, Tubi hints and other major American competitors in the SVOD segment — Hulu, Disney+, Amazon Prime Video, Apple TV+. And even mentions the upcoming launch of HBO Max WarnerMedia: in one of the clips Chris noth calls HBO his “first love” (he became known for his role in the TV series “Sex and the city”), but decides to become free from has oppressed its relationships.
In all the commercials played up the desire of the patient to “try a relationship on the side” or “get rid of the annoying partner” — an allusion to the audience who are tired of the services vied with each offering a paid subscription. At the end of the ad sounds enticing refrain from the song Pussycat Dolls: “don’t you wish your girlfriend was such a sex-bomb like me?”. In the new promotional campaign Tubi bought is not only on online platforms (YouTube, Facebook, Instagram, Twitter, Amazon Fire TV and Roku), but also on billboards in new York and Los Angeles, and organized a promotional tour featuring Chris Note and Carmen Electra — this is not show on the usual TV channels.
The first promotional campaign Tubi held in August, also utilizing both online and outdoor advertising. Jordan did not disclose budgets, but argues that we are talking about seven-figure sums, and a new campaign spent twice that in August.
Speaking about the campaign slogan, Jordan emphasizes: “We are not saying to the consumer: “Tubi competitor to Netflix”. We position our service as a product that complements a range of paid streaming platforms.”
In the directory Tubi a wide variety of content which is missing from Netflix and other SVOD platforms, including movies, series and TV shows like “how to train your dragon”, “White Chicks”, “Hell’s kitchen”, “Blind quarter” Hoarders, “13 going on 30,” Little Women: Atlanta, “Real protein” and “Fifty shades of black”.
In June it became known that the number of active users Tubi exceeded 20 million By the end of the year, the service will spend for content more than $100 million
At the moment Tubi available in the US, Canada and Australia, in 2020, the service will start to work in the UK.
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