BINGE: So Satisfying

I was contracted by Binge and its in-house agency BALBOA (shout out to the stellar crew of people there) to help develop a new creative platform that reminded Aussies why Binge just hits different to all the other streamers. 

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It was a great time to evolve the brand into a human-first space with most streamers simply relying on showing you 'the next thing' and being like 'now give me money'.

 

So we set out to connect with new customers as the human streamer that understands why you love to watch - because that's what our brand has always been about. 

 

'So Satisfying' kicked off by targeting millennial officers workers who already have strong familiarity with the brand. The core insight was that they're day-dreaming about a good Binge after work more than ever - because in the end, office life ain't as satisfying as it used to be. 

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Case in point: our target are increasingly frustrated about being called back into the office and monitored when they know they can do their work from anywhere. Meanwhile, their older bosses and colleagues often seem thrilled about a return to status quo. They find that part very irritating. Same goes for working all day knowing you got a raw economic deal despite doing the 'right things' in your career. 

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These spots dialed up those truths for laughs and positioned Binge as an escape route. This built a strong contextual association with the 'can't wait to finish work and binge' day-dream and gave Binge a human vehicle to hype up the new catalogue and offer. 

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I was off onto another gig when these got made but it sounds like it was a lot of fun, hy guys. There were some great billboards up too, which I'll pop here when I can. 

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Watch this space as the brand starts to ramp things up.