Stan invites Aussies to ‘enter the chat’ with Clemenger BBDO

Stan is repositioning itself around the cultural conversation generated by entertainment and sport, launching its first major brand campaign with newly appointed creative agency Clemenger BBDO.

The new platform, Enter the Chat, shifts the streaming service away from simply selling access to shows and live sport and towards the role that content plays once it escapes the screen.

That could be a season finale dissected in a group chat, a sporting result argued over at the pub or a television moment that moves almost immediately into social conversation.

For Stan, the opportunity is to position itself at the centre of those moments rather than compete purely on the size of its catalogue.

The move comes more than a decade after the Nine-owned streaming service launched into a vastly different Australian streaming market. Back then, simply offering streaming was disruptive.

Today, Australians have an increasingly crowded field of local and global services competing for subscriptions, attention and increasingly valuable exclusive content.

Stan marketing director Michelle Chandran said the new positioning reflects the way audiences now participate in entertainment.

“Entertainment doesn’t end when the credits roll or the final whistle sounds, that is where it begins,” Chandran said.

“Television has always been a shared experience, and today’s viewers want to participate in the moment as it unfolds.”

Nine managing director of streaming and broadcast Amanda Laing said the campaign marked a new phase for the locally owned streaming service.

“In 2015 when Stan launched, it redefined how Australians consumed entertainment,” Laing said.

“Stan set the benchmark with a distinctive brand campaign at launch and now, more than a decade later, ‘Enter the Chat’ captures Stan’s undeniable energy.”

The nationwide campaign launches across television and BVOD, outdoor, digital, social and audio.

Its commercial features a soundtrack from emerging Australian punk band Private Wives and was directed by Sanjay De Silva through DIVISION.