Will Abbott, marketing director at Freesat, said the current economic climate has made the service more appealing to consumers because there is no fee attached to it.
'I wouldn't say that die-hard sports and movie fans are ditching their [pay-TV] subscriptions, but there are a large number of people looking to cut back,' said Abbott. 'The service is also attracting customers looking to upgrade from Freeview, as well as those making their switch from analogue services.'
The TV campaign comprises two ads created by Farm, which feature a consumer captivated by Freesat day after day. The work was shot using time-lapse photography, with each execution using more than 17,000 shots taken with an HD stills camera.
The activity will also include press and online work. Media planning and buying was handled by MPG.
Freesat is a joint venture between the BBC and ITV. The service carries 140 TV and radio channels as well as HD channels. Launched in May last year, it reaches almost 98% of households.
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