Foxtel's streaming business, BINGE, has launched the second iteration of its 'I Saw it on BINGE' brand platform, with a new campaign created by Thinkerbell.

The return of the platform, which emphasises the social importance of staying updated with the latest shows, comes after the first campaign reportedly saw a 9% improvement on unprompted brand attribution. This flowed onto BINGE brand familiarity scores, and had a cumulative effect on brand attribution with each campaign burst. BINGE achieved its highest monthly META brand lift results to date, exceeding industry benchmarks threefold in ad recall and almost fourfold in intent.

The latest iteration brings back brand character, Mike, who finds himself in awkward social situations due to his lack of knowledge about popular shows.

BINGE Marketing Director, Fiona King, said: "We've had an overwhelming response to our character Mike and we thought there was no better way to continue the brand journey than placing him in another awkward scene. It's these moments where we rely on talking about the latest entertainment, helping highlight BINGE as the best destination to watch and stay up to date on the world's most talked about shows."

Campaign executions have launched Meta, Snapchat, TikTok, and YouTube. Thinkerbell handled creative, with production by Photoplay & The Editors, and sound design by Rumble.

Executive Creative Tinker at Thinkerbell, Tom Wenborn, said: "It's fun to invest in platforms and characters that allow you to tap into them time and time again. Mike's stubbornness to sign up to BINGE and watch the world's best shows means we'll likely see a bit more of his awkwardness in the future".