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91Èȱ¬
launches its autumn campaign for digital television portfolio
The
91Èȱ¬ launches its latest marketing campaign today for its six new
digital channels and how to get them.
It
continues on from the highly successful autumn 2002 and Easter campaigns
which have helped drive a significant increase in digital take-up
in the last year.
The
new campaign goes live across television, radio and online.
Viewers
will see Alan Titchmarsh, Pauline Quirke,
Jack Dee and Ainsley Harriott
monkeying around in the jungle courtesy of some cleverly crafted
puppets from Artem and hear Phill Jupitus and Timothy
Spall.
Radio
listeners will hear comic genius Matt Lucas, famous
for both Little Britain and his Shooting Stars banter as George
Dawes, serve up self-penned sketches with a variety of zany new
characters.
Both
sets of trails are based on a new strategy to cut through consumer
confusion about digital TV which creatively communicates two key
messages in different executions – one set of trails will
concentrate on how to get the 91Èȱ¬'s digital channels, and the other
will showcase the range of must-see programmes available tailored
to different audiences.
Previously
content and access messages were rolled into one trail.
The
TV trails continue the creative 'face-off'* device and this time
feature a family of friendly monkeys going digital, deep in the
jungle. Audiences loved the monkeys in research and found their
anthropomorphic charm helped communicate very clearly what the channels
are and how to get them.
The
91Èȱ¬'s complete digital TV portfolio includes 91Èȱ¬ ONE and 91Èȱ¬ TWO
along with the six extra channels - 91Èȱ¬ THREE, 91Èȱ¬ FOUR, C91Èȱ¬, CBeebies,
News 24, and 91Èȱ¬ Parliament – and 91Èȱ¬i. They are available
on satellite, cable and now Freeview.
Ilse
Howling, Head of 91Èȱ¬ Digital Marketing and Communications, said:
"ITC figures show that digital take-up has increased by 7.5
percentage points in the last year to 45.5% of homes across all
platforms – this represents a 20 percent growth in the digital
market as a whole.
"I'm
delighted that our campaign's helped play a part in achieving this
because it means so many more people can watch our full line of
channels.
"I'm
confident the new campaign will have an even bigger impact in cutting
through consumer confusion and letting people know how easy it is
to get them."
Directed
by Steve Cope and written by Simon Riley of DFGW, the television
trails are set to appeal to analogue viewers of all ages and interests.
DFGW
is the creative agency behind the original 91Èȱ¬ Digital campaign.
Notes
to Editors
*
The 'face-off' campaign revealed a variety of 91Èȱ¬ personalities
by peeling away one person's face to reveal another underneath -
cleverly executed in post-production of the trails.
All the
91Èȱ¬'s digital services are now available on ,
the new free-to-view digital terrestrial television service, as well
as on satellite and cable.
Freeview
offers the 91Èȱ¬'s eight television channels, interactive services
from 91Èȱ¬i, as well as 11 national 91Èȱ¬ radio networks.
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