SBS On Demand: Demand Different

Background and objectives

SBS wanted to drive awareness of their On Demand streaming platform and new positioning: ‘Demand Different’. Supporting the master brand campaign was program-specific messaging, which ran over a 13 week period to reinforce SBS’ broad content offering.

Using the Shopper small format network, SBS were able to maximise their small format budget, using 100% digital screens to enable full creative flexibility, to showcase content across drama, reality, documentaries and sport.


13-week campaign across the eastern seaboard, showcased four sub-campaigns for individual programs under the SBS On Demand masterbrand to dive awareness and recall.

Campaign performance

The campaign was effective in driving awareness and increasing recall for SBS On Demand and of SBS’s broader content offering. We surveyed over 4,000 shoppers across two groups if respondents (exposed vs control) to measure their awareness and intent to watch SBS On Demand. 

43% of respondents exposed to the retail ad campaign said they would “definitely” use SBS on Demand to stream TV shows and movies

42% of respondents recall seeing advertising for SBS On Demand in the shopping centre 

52% of respondents said they knew a lot about SBS On Demand; +20% pts more than those non-exposed to the campaign

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