Freesat: Live life free

Freesat, the UK free satellite television provider, developed a multi-media campaign to attract a rival’s customers to its differentiated offering.

In the highly competitive world of TV entertainment providers Freesat had a perception problem. The brand was rooted in value but had limited appeal with the key growth audience - Sky customers - as 'value' inadvertently became associated with 'cheap'.


To ensure it delivered a truly credible brand shift, Freesat used its in-house behavioural team, Human Understanding Lab, to get under the skin of Sky customers, their TV habits and viewing experience.

Freesat found that despite most Sky customers claiming they were content with their TV habits, they were actually frustrated by a number of small, underlying 'TV niggles':...

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