Friday, November 19, 2021

Pluto TV Debuts International Brand Campaigns Across Multiple Territories


In An Ongoing Mission to Entertain The Planet, Pluto TV Launches A Series of Custom Brand Campaigns, Tailored To Attract Audiences Throughout the UK, Latin America and Europe

New York, NY  – November 18, 2021 - Pluto TV, the leading free ad-supported streaming television (FAST) service, today announced the company’s first-ever series of international brand campaigns, debuting across different regions, to drive brand awareness and resonance amongst consumers as the service furthers its global expansion. 

“Pluto TV has an innovative proposition, offering curated local and international channels with a linear approach into the streaming world. Our first international brand campaign will underline even more of our uniqueness, making clear that Pluto TV is the easy-going streaming service full of incredible content, all for free – no matter where in the world you are,” said Olivier Jollet, Senior Vice President and General Manager of Pluto TV. “We developed various creative concepts to break through to and resonate with consumers in their respective markets, as Pluto TV is for everyone, everywhere.”

“As we continue to scale Pluto TV worldwide, we’re keen to build awareness of the brand in a way that not only stands for great free, streaming TV, but also surprises audiences and fans in unusual, fun ways,” said Marco Nobili, Senior Vice President, Marketing, Data and Analytics, ViacomCBS Networks International. “The campaigns establish our distinctive offering, while adding a unique personality through unexpected touches.”


The multimillion-dollar campaigns span out-of-home, digital, TV, and social media. The campaigns have begun to roll out in Latin America, Germany, and the U.K., and are forthcoming later this year in Italy, France, and Spain, have been tailored to resonate with consumers, considering the variances in how they traditionally consume entertainment in each market.

The campaigns are all focused on highlighting Pluto TV’s ease of use and zero cost to consumers, through the use of two main concepts. The first leans into the given that Pluto TV is free, so it is basically included in everything you do in life. The second speaks to the comparison, where Pluto TV is so good that it is basically better than anything else. The two concepts were developed to be whimsical, with a touch of satire, and media buys coordinated to both surprise viewers and spark curiosity.


CAMPAIGN: Pluto TV Included

Agency: DAVID Miami; Adapted locally by Caponeto from Mexico, RPMA from Brazil and Mooco from Argentina

The “Pluto TV Included” campaign recently launched featuring a: 30 second commercial and several out-of-home creatives. This hyper-contextualized campaign makes every interaction different and shows the variety of ways you can get Pluto TV, adding value to your current situation. Since Pluto TV is 100% free of charge, the service is with you every step of the way. Whether you are working on your fitness, stuck in traffic, grocery shopping, or walking your dog – Pluto TV is there, as demonstrated through the various, touchpoints of the campaign. Even while reading this release, Pluto TV is there for you and absolutely free. 

Along with a TV spot, the campaign will be deployed on all platforms with a wide variety of executions, which include out of home (OOH) pieces in traditional and unexpected places, innovative integrations in trade media, experiential activations, and a strong social media presence, all which is guaranteed to surprise and delight clients in their daily routines. The OOH pieces were created to illustrate the broad range of activities outside the home, such as climbing the subway stairs or waiting for the bus, which is also included when you sign up for the free service. 


CAMPAIGN: Drop in, it’s free

TERRITORY: United Kingdom

AGENCY: Motor Kommunikation – Campaign; Wavemaker – Media Agency

CREATIVE: VCreative (TV Commercial), Hogarth Worldwide (Creative localization)

Featuring Pluto TV’s signature tagline, ‘Drop in, it’s free’, the UK campaign showcases the breadth and depth of Pluto TV’s library, which offers more than 100 streaming TV channels and over 1000 on-demand films and series in the region. The multi-channel campaign recently launched across TV, digital outlets, social media and out-of-home. The TV campaign and the supporting creative concept, compares Pluto TV’s best features and programs to an eclectic range of items and services, including puppets, records and gym memberships in this tongue in cheek campaign.


CAMPAIGN: Nothing Compares – Simple. Free. Streaming.

TERRITORY: Germany, Italy Spain & France

AGENCY: Motor Kommunikation

The European campaigns highlight three of Pluto TV’s key differentiators that make it “incomparably good”: “Simple. Free. Streaming.” Launching first in Germany in November, with Italy, Spain and France set to launch in December, the campaign consists of three different :30 seconds spots that will roll out across linear, digital, streaming, social media and out-of-home. The spots show people in a variety of less-than-ideal situations – from being stood up on a date, to swatting a fly in the home – and how they find happiness in Pluto TV’s  incomparably good, completely free offering of over 100 TV channels and more than 1000 movies and series on demand.   

About Pluto TV

Pluto TV, a ViacomCBS Company, is the leading free streaming television service delivering hundreds of live linear channels and thousands of titles on-demand to a global audience of over 54 million monthly active users. The Emmy ® award winning service curates a diverse lineup of channels, in partnership with nearly 400 international media companies, offering a wide array of genres, languages and categories featuring movies, television series, sports, news, lifestyle, kids and much more. Pluto TV can be easily accessed and streamed across mobile, web and connected TV devices. Headquartered in Los Angeles, Pluto TV’s growing international footprint extends across three continents and 26 countries.


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