Resting its familiar characters Judit and Judit, the Swedish cablenet will instead focus on TiVo itself, with the message that the product will help save time.
“There is no other service in the Swedish market today, that offers the same unique set of features that Com Hem’s new TiVo service does and we need to explain to customers why it’s better. By letting TiVo take the lead role in the campaign, we want to explain the benefits of TiVo and how it differs from other available TV services,” said Martin Fridolf, acting marketing manager, Com Hem.
Fridolf added that Judit and Judit would remain an essential part of Com Hem;s marketing.
The campaign builds on the theme that while you are out making the most of life, TiVo will be working away in the background, searching, recommending and recording things based on your preferences.
“We have transformed our entire television offering and adapted to new customer requirements and viewing behaviors. TiVo represents the biggest launch Com Hem has ever done and we have invested accordingly, both when it comes to developing the service and in the go to market, says Fridolf.
TiVo launched on Com Hem on Monday. It will add the Netflix service in December.