ITV officially launches ITVX

ITV has now officially launched its new streaming service, ITVX, with a major marketing campaign.

The campaign builds on the advertising creative from Uncommon Creative Studio starring Helena Bonham Carter, Matthew Macfadyen and John Boyega. Other promotions include a special branded metaverse experience in Fortnite Creative, where players can step into “new and surprising” ITVX themed worlds, devised by ITV-backed Metaverse studio and agency Metavision, which was launched and promoted by YouTuber Ali A (18M Subscribers).

The brand campaign also includes a special outdoor build in London Victoria, by ITV Creative with Taylor Herring.

ITVX bus wraps will be running across a number of major cities across the UK, with LED lighting helping the branding to stand out through dark winter evenings.

The service launches with six-part cold war drama A Spy Among Friends starring Damian Lewis and Guy Pearce, new teen drama Tell Me Everything, period drama The Confessions of Frannie Langton starring Karla-Simone Spence, Sophie Cookson and Patrick Martins and Plebs: Soldiers of Rome, the feature-length special finale to the comedy series.

The campaign will run across TV, cinema and digital video platforms, and outdoor, with creative work from ITV Creative, with the media choice selected by ITV’s media agency Essence, to reach the ‘mainstreamer’ target audience with a high impact and frequency during the launch period.

Jane Stiller, ITV’s Chief Marketing Officer said: “Across the board we have really focused on high impact creative in media channels which reach our ‘mainstreamer’ audience – viewers who are warm to ITV, and increasingly consuming content through streaming. The campaign is informed by extensive work with our research and data teams to really understand what viewers want – which is new exciting content, as well as depth and breadth in titles. Those insights lead our marketing messages across the creative work, emphasising the thousands of shows and films on offer on ITVX, and that the service has more new shows for free than anywhere else.”