Aussie streaming platform Binge has released the second instalment of its I Saw it on BINGE brand platform via creative agency Thinkerbell, across Meta, Snapchat, TikTok, and YouTube.
The I Saw it on BINGE platform plays off the social currency of staying up to date with the latest shows, showcasing the dire consequences of lagging behind, as the tagline suggests: “You either got it, or you don’t.”
In the latest film, protagonist Mike finds himself at a wake. Already a terrible place for small talk, it’s even worse when trying to hide the fact that you haven’t seen the show everyone is talking about.
The first iteration launched last year saw Mike on a date, woefully trying to bluff his way through a show he hasn’t seen.
The I saw it on BINGE platform was first launched by Thinkerbell in August, and has seen BINGE deliver a 9% point improvement on unprompted brand attribution when compared to other campaigns across FY24.
The business said it has also prompted a rise in brand familiarity scores and garnered further, cumulative brand attribution with each campaign burst.
BINGE now reports it has achieved its highest monthly Meta brand lift results to date.
Fiona King, BINGE’s marketing director, said the response to the character of Mike has been overwhelming.
“We thought there was no better way to continue the brand journey than placing him in another awkward scene. It’s these moments where we rely on talking about the latest entertainment, helping highlight BINGE as the best destination to watch and stay up to date on the world’s most talked about shows,” she said.
Executive creative Tinker at Thinkerbell, Tom Wenborn, added that “it’s fun to invest in platforms and characters that allow you to tap into them time and time again. Mike’s stubbornness to sign up to BINGE and watch the world’s best shows means we’ll likely see a bit more of his awkwardness in the future.”
Earlier this week, Thinkerbell launched a digital out-of-home (OOH) activation for Lion’s Hahn Brewery, Hahn Solo, to celebrate International Star Wars Day on Saturday 4 May – “May the fourth be with you.”
See also: Thinkerbell celebrates Star Wars Day with Hahn Solo
Credits:
Client: BINGE
Creative: Thinkerbell
Production: Photoplay & The Editors
Sound Design: Rumble