Wallet-friendly pay television service Philo has rolled out a new national ad campaign that leverages its content partnerships in the pursuit of new subscribers.
Television company Philo recalls a time when TV watching was straightforward and stress-free with a colourful creature-filled ad out of agency Red Antler and the partnership of women-owned production companies Honor Society and The Producers, directed by Jesse James McElroy.
The new campaign, called "Channel Comfort," was produced in partnership with Brooklyn-based firm Red Antler and features a 30-second spot filmed on location in Mexico City with what Philo describes as "a collection of comfort creatures."
The timing of the creative was intended in part to capitalize on the start of the fall programming season across networks, as well as back-to-school consumer shopping trends that begin in late August and run through September.
Stein acknowledged some cord-cutting households may be evaluating streaming options with popular sports programming, something Philo doesn't have. To keep costs low, the company has instead employed a strategy of reaching distribution deals with networks that offer general entertainment, lifestyle and knowledge programming without costlier sports and cable news channels.
The Comfort Channel will aggregate content airing on channels like Nickelodeon, VH1, Hallmark and HGTV. It wasn't immediately clear if Philo had acquired content rights to shows airing on those networks, if the content would be from a network's back catalog or if shows would simulcast on the Comfort Channel as they air on a network.
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