COMPANY
BRAND
HUBBL
CAMPAIGN OVERVIEW
As in-house Senior Creative, I helped lead the team launching Hubbl as a brand new TV and streaming aggregator in Australia. Our mission was to build awareness, but also familiarity, showing how Hubbl is unique from the established names in the category, including Apple TV, Google Chromecast, and Fetch.
"Did You Know?" (Hamish & Andy)
So you do you build familiarity? We had a TVC shoot coming up with Hubbl’s brand ambassadors Hamish Blake and Andy Lee, so I concepted and scripted a social series to serve as product explainers with the simple, conversational branding: “Did You Know?”
On my first visit to Australia, I listened to Hamish and Andy every afternoon. 15 years later, I’m writing jokes for them. Is life crazy? Yes, it is. Check out the series…
"Continue Watching"
"Search"
"Aerial"
"Smart TV"
"Bundle your apps"
"Did You Know?" (NRL)
Following up this success, I helped script explainers featuring top players from across Rugby League. But instead of trying to get the guys to nail their lines perfectly, my pitch was to have fun with the mistakes and create a “blooper” series, to inject fun and personality into the brand.
To show how Hubbl brings sport and entertainment together, I came up with a “House of Dragons” cross-branding piece. Marketing jumped at this idea, and we got to tap a couple players of the St. George-Illawarra Dragons. The internet loved it (except for Sharks fans).
“Did You Know” + House of The Dragon
On-air talent from Kayo and Foxtel got in on the action too, with a flight of social and digital spots starring everyone from Matty Johns and Jono Brown of Fox Footy to Andrew Winter of “Selling Houses Australia”. The overall result was a huge boost in Awareness and a greater-than-expected boost in Familiarity.
Best In Sport :30 (Hamish & Andy)
A big part of the job of introuducing Aussies to Hubbl was showing the sport-crazed nation how Hubbl combines sport from free-to-air and streaming. We did the retail stuff, but I saw how we could repurpose unused BTS from the Hubbl & Andy TV shoot to give our Sport campaign more humour and personality. F1 helmets on!
Hubbl Social
IG Stories (Easter)
“Our Eggs” / Easter
“Entertainment Egg Hunt” / Easter
“Room For Chocolate”
IG Stories (Magic Round)
Post 1: Mock “match-ups” show fans how Hubbl fuses entertainment and sport
Post 1: Fun “match-ups” show fans how Hubbl fuses
entertainment and sport
Post 2: Tying Magic Round to TV’s hottest show
Post 3: For those not watching the game
