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Press Releases
´óÏó´«Ã½ kicks off its Digital Access Campaign
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The ´óÏó´«Ã½ has launched its new marketing campaign for Digital Access.
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The first part of the campaign will run over seven weeks to 31 December 2006 and comprises four staggered television trails which will air on ´óÏó´«Ã½ One and ´óÏó´«Ã½ Two.
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The second part of the campaign with the fifth execution will air in January for two weeks.
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Accompanying the TV trails are a variety of radio executions that will play out on all ´óÏó´«Ã½ analogue radio networks from 25 November.
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In addition, the public can view the trails online at bbc.co.uk/digital.
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David Bainbridge, Head of Marketing, Communications and Audiences, New Media & Digital, said: "This is the first time we have developed a single campaign idea to drive the take-up of digital tv and radio in the UK and which is flexible enough to take us all the way up to switchover.
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"It's rooted in real life situations, showcases the breadth of content on ´óÏó´«Ã½ digital channels and utilises humour to appeal to a diverse audience who have so far resisted the move to digital.
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"We need people to recognise that getting into the digital world is an easy and inexpensive step and hopefully this campaign will make that clear."
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The first TV trails to be aired are entitled Couples and Intervention.
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The scenario for Couples focuses on four friends having dinner, two of whom have digital and are trying to entice their friends who are scared to convert and have a go.
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Intervention sees a young man in his twenties return to home to find several people in his flat all of whom are expressing their concern that he still isn't "doing digital".
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A further two trails - Posh Parents and Present – were added on 18 November. The final execution, Boredom, is scheduled for January 2007.
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The strapline that will accompany the trails is "Do you do digital?" and all executions have been created by Fallon London.
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The primary purpose of the campaign is to raise awareness of how much audiences can get from the ´óÏó´«Ã½ if they convert to digital. The secondary purpose is to drive take-up of digital television and DAB digital radio.
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"We're targeting the remaining 30% of homes that have not converted to Digital TV and the 45% of the population who haven't bought into digital radio yet," said Bainbridge.
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This campaign complements Digital UK's ongoing TV and Radio campaign which runs until Christmas Day. As part of this, on 13 November, Digital UK launched a national press campaign to promote the Digital SwitchKit.
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The SwitchKit consists of a digital box, an aerial check (if needed), installation of the box and a home demonstration of how to use it.
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Meanwhile, Freeview's Free TV Land TV advertising campaign, which started on 9 November, runs for three and a half weeks until 9 December in the Granada region.
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CP
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