The campaign showcases the content available on the service under an “Access All” tagline and features across retail, large and small format digital outdoor, large and small format static outdoor, transit, digital, podcasts, TV and mobile.
It also highlights that the service is free from ads and free for a month.
The campaign features current CBS hits Survivor (U.S.), NCIS, Charmed, Madam Secretary and Hawaii Five-0, CBS classics like Sabrina the Teenage Witch, 10 All Access original series Tell Me A Story, and Australian favourites Bachelor in Paradise and I’m A Celebrity…Get Me Out Of Here.
As part of the campaign, 10 All Access has also partnered with the 2019 Moonlight Cinema program. The partnership includes an on-ground activation, preview trailers and branded popcorn for movie goers.
Network 10’s head of marketing Brad Garbutt said: “10 All Access is a brand new service for audiences and 10’s first step into the streaming world. As we come out of the January holiday period, we are firing up our marketing efforts to reach as many people as possible with a simple, slick and high-impact campaign about the brilliant content they can enjoy through 10 All Access.”
The marketing campaign coincides with the addition of more 10 and CBS programming including current seasons of The Late Show with Stephen Colbert, The Late Late Show with James Corden, as well as new comedy series FAM, which is being fast tracked from the US, I’m A Celebrity…Get Me Out Of Here, Ambulance Australia and How To Stay Married.
The new season of Man With A Plan will also be available on 10 All Access on the same day it premieres in the US in February.
Spark Foundry head of strategy Linda Fagerlund said: “With this campaign, we are combining contextual, interest-based targeting with high impact out-of-home across Australia. 10 All Access is also infiltrating other popular activities across summer such as podcasts and a partnership with Moonlight Cinema.”
10 All Access has more than 7000 ad-free episodes of programming from 10 and CBS available for $9.99 a month with the first month free.