Paramount is launching its streaming service Paramount+ in the UK & Ireland and has picked New Commercial Arts (NCA) to handle the launch. NCA beat Who Wot Why, VCCP and The Brooklyn Brothers in a pitch handled by AAR. Paramount+ launches in the UK and Ireland on June 22.
NCA has been briefed on developing a campaign for Paramount+ that raises awareness of the service and drives subscriptions. The work will run across TV, out of home, digital and social media.
Paramount CMO Anna Priest says: “NCA has a track record of creating big, populist, hugely effective campaigns that work as moments in culture. Their strategic rigour and creative chops, coupled with a hugely collaborative approach, has meant we are creating a launch campaign worthy of the phenomenal service we are about to introduce to the market.”
Paramount is a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, its portfolio includes CBS, Showtime Networks, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+, Pluto TV and Simon & Schuster, among others.
The company launched Paramount+ in the US last year and is currently rolling out the service in Europe and around the world. The streaming service is currently available in the US, Canada, Latin America, the Caribbean, the Nordics and Australia.
In the UK, Ireland, Italy, Germany and Austria Paramount+ will be available through Sky and free for customers that have Sky Cinema. For everyone else it will cost £6.99 following a one-week free trial.
As well as launching in the UK and Ireland next month, the platform is also rolling out across South Korea, Italy, Germany, France, Switzerland and Austria this year.
James Murphy, chief executive and founder of NCA, said: "We are proud that Paramount has entrusted us with such an important and high-profile launch. Paramount+ will be an exciting addition to the streaming market and we will deliver a launch to do that justice."
Paramount+ will air shows including Paw Patrol, the Star Trek franchise, and South Park, as well as originals such as Halo, based on the hit video game franchise.
Last week NCA won Nando’s. Founded in 2020, it already handles Halifax, MoneySuperMarket, Habitat (now owned by Sainsbury’s), Alzheimer’s Society and some Vodafone international work.
For more information about Paramount+ UK & Ireland, visit ParamountPlus.com.
Sources: More About Advertising, Campaign.
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