Goals and objectives
How can a modern streaming service effectively engage an older demographic unfamiliar with digital platforms? This was the central challenge driving Pluto TV’s campaign. As a free streaming service offering both on-demand content and live TV channels 24/7, Pluto TV aimed to bridge the gap between traditional television consumption and digital streaming. The objective was to introduce the platform in a way that felt familiar and accessible to older viewers, ultimately expanding its user base and attracting audiences who might not typically explore streaming services.
Surprising Insights
One of the most surprising insights was the effectiveness of using a traditional print format to market a digital-only product. The campaign confirmed that older audiences are not only reachable through print but are also interested in exploring new digital services—provided the messaging is delivered in a format they trust and understand.