Best Marketing and Advertising Campaigns
Company: Mitchell & Brown
Entry Statement:
Mitchell & Brown: Tivo/Freely Launch Campaign
Turning a National Technology Launch into Local Retail Footfall
When Freely launched its national, multi-million-pound campaign to promote live broadcast TV over Wi-Fi, most TV brands simply added the feature to their spec sheets. Mitchell & Brown turned it into a fully joined-up retailer and consumer marketing campaign that drove customers into independent electrical stores across the UK.
As the first UK TV brand to launch TiVo-powered Freely TVs with its class-leading 7-year guarantee, Mitchell & Brown recognised a rare opportunity to use a national technology story to give independent retailers a genuine first-mover advantage and meaningful differentiation in a crowded TV market.
This was not a big-budget campaign. It was a smart one.
A campaign designed to connect Freely’s national awareness directly to the shop floor of independent retailers and convert curiosity into in-store conversations.
Key campaign elements included:
• Dedicated retailer communications explaining Freely, its consumer benefits and how to sell it in store.
• Professionally produced Mitchell & brown in-store videos for retailers, clearly demonstrating “No aerial, no dish, just Wi-Fi” benefits of Freely to consumers
• Eye-catching POS and point-of-sale storytelling linking Freely to Mitchell & Brown TVs and the 7-year guarantee.
• Trade advertising across electrical retail titles to prime dealers ahead of consumer awareness campaign.
• Consumer magazine advertising and extensive Mitchell & Brown/Freely PR coverage timed to coincide with Freely’s own national media push
• National PR outreach that secured coverage across key target retailer demographic titles, plus major online news platforms, including MSN and Yahoo.
• Messaging that consistently directed consumers to independent Mitchell & Brown retailers to learn more in-store.
• Ongoing PR/editorial that organically links Mitchell & Brown to subsequent Freely news across consumer magazines
The result was a seamless customer journey, positioning Mitchell & Brown retailers as the go-to destination for learning about Freely, and Mitchell & Brown TVs as the natural choice for a Freely TV, backed by its 7-year guarantee.
The campaign road map was simple:
National awareness from Freely’s campaign → consumer curiosity → online and editorial coverage → recognition of Mitchell & Brown as the brand delivering it → in-store education via video and POS → confident retailer sales conversation → purchase backed by a 7-year guarantee.
At a time when independent retailers are under pressure from online and mass-merchant discounting, this campaign gave them something very strong in the tough TV sector: A story, a reason to talk to customers, and a product not available through price-driven channels.
This campaign demonstrated how a small British TV brand, working intelligently with a national technology launch, can create disproportionate impact for independent retail through smart, joined-up marketing rather than sheer spend.
THE RESULT:
• 184,562 views for Mitchell & Brown / Freely branded SM posts, to Jan 2026 .
• 1,068 Comments on the most successful post.
• 32% Social media engagement rate across platforms .
• Over 300 new Mitchell & brown brand followers on Facebook.
• Mitchell & Brown’s Instagram following increased 300%.
• Mitchell & Brown’s page is Top 5 most visited on the Freely website.
• Mitchell & brown own web traffic have doubled since the campaign launch.
• Consumer enquiries through the Mitchell & Brown website up by over 45%.
• As of Jan 2026 – 12 of the 26 Mitchell & Brown Freely SKUs are sold out!
LINKS to Media/ POS / Videos: https://drive.google.com/drive/folders/1laKsy8eNKcL5oGT6v0I2fygEFZ76RX-L?usp=sharing
Entry ID: 12003
