The Hallway and Binge launch first brand campaign ‘We’re For The Bingers"

As winter sets in and Australians are hungrier than ever for fresh content, the nation’s newest streaming service BINGE has promised it has something for everyone with its first major creative campaign, “We’re for the Bingers.”

The campaign, developed in partnership with The Hallway, is underpinned by the BINGE brand belief that a life well lived includes indulging in the things you love. BINGE provides an escape from everyday life, a place for unapologetic pleasure, and by doing so, brings a little more joy to Australians. 

Anchored by the tagline ‘Unturnoffable’, the campaign celebrates ‘The Bingers’ via a tongue-in-cheek ode rolled out across TV, print, OOH, digital, radio and social, that says it’s okay to escape the real world and binge on a show that you love.

BINGE Chief Marketing Officer, Louise Crompton, said the campaign establishes BINGE’s unique personality in a busy SVOD market. 

“BINGE speaks to the heart of what great entertainment viewing is about, something that is so good you can’t switch it off,” Crompton said. 

“BINGE is the friend who is an unashamed advocate of a bit of self indulgence, and is never short of a cheeky come-back for those people in life who try and tell us what we should or shouldn’t do.”

BINGE Chief Commercial Officer, Ant Hearne, added that while it was important the campaign landed the brand’s identity, it was crucial it also linked back to the user experience.  

“We talk about BINGE being for everyone, every binger, every mood. From the TV tragics, the “laptop peakers” and the “get an ep in on the way to work sneakers”, the brand is intrinsically linked to the experience of bingeing,” Hearne said.

“Its personality is mirrored in the product experience and the world-best content you will find there; there is seriously something for everyone. From Game of Thrones to Sex and the City, Fast & Furious to Bridesmaids, Planet Earth to Keeping Up with the Kardashians, and Despicable Me for the kids. Everyone is going to be happy on BINGE with over 10,000 hours of the world’s best content from only $10 a month.”

Simon Lee, The Hallway’s Executive Creative Director and Partner, said the campaign strategy was only finalised in late March when COVID-19 meant plans for launch needed to be revisited.

“We were about to go into production on a large scale TVC when the country went into lockdown, which meant we needed to change our whole direction pretty much overnight.

“The team jumped straight into re-conceptualising and planning a brand launch in this new world we found ourselves living in. The resulting campaign is a testament to the agility of our teams and a great collaborative relationship,” Lee said.

“We live in a world that celebrates go-getting, constant achievement and self improvement. BINGE is a brand that sticks two fingers up at this, instead celebrating the unapologetic indulgence of lounging in tracky dacks, ugg boots and a hoodie, watching back to back seasons of your favourite show. We’re not just saying it’s okay to binge, we’re giving it a noble status,” he added.

The Hallway’s Managing Partner, Hannah Sturrock, said the production team had performed miracles to bring the campaign to life. “We’re all used to pressure, but this was an extraordinary act of ingenuity and resourcefulness by a collective team of creatives, producers, editors and sound engineers." 

“The dream production team at Goodoil, the heroic squad at The Editors, and our wonderful friends at Uncanny Valley, were instrumental in pulling this off, majestically orchestrated by producer extraordinaire Carolyn Starkey. The result is a rallying cry to Bingers everywhere.”

The “We’re for the Bingers” campaign is live today across TV, print, OOH, digital, radio and social.

Stream over 10,000 hours of the best drama, reality, lifestyle and movies by the world’s best producers, directors and studios by signing up now at www.binge.com.au. New to BINGE? Get a two week free trial today and start streaming instantly.

Credits:

Creative agency: The Hallway

Production Company: Goodoil

Director: Nathan Price

Editor: The Editors

Sound and Music Composition: Uncanny Valley

Media Strategy: The Hallway

Media Buying: Havas