Freesat: Live life free – making a downgrade feel like an upgrade

Freesat, TV entertainment, launched a film on TV and online featuring two little crabs to get disgruntled TV lovers to realise they can enjoy TV even more with Freesat.

TV entertainment has changed a lot since the first satellite dishes appeared on our streets, with new streaming platforms, box sets, smart TV, Wi-Fi connectivity and super-fast fibre cables. In comparison, Freesat felt out of step, a functional value proposition, stuck in a downgrade space. To steal sales from Sky, with all their shiny content and media weight, we needed to make the value choice feel more like an upgrade.

On the surface, TV appeared to be flourishing, but viewers were being burdened by too much choice, complexity, and cost. Enjoyment of TV was being eroded at a time (cast...

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