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´óÏó´«Ã½ iPlayer to shine this Christmas as full marketing launch is unveiled
Sir David Attenborough, Jeremy Clarkson, Jo Whiley and Mark Radcliffe are just some of the stars featuring in the ´óÏó´«Ã½'s multi-media campaign for ´óÏó´«Ã½ iPlayer, which launches on Christmas Day.
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The first phase of the campaign will feature a dynamic mix of on and off-air activity, with key ´óÏó´«Ã½ talent highlighting their own unmissable moments from ´óÏó´«Ã½ Television.
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Innovative digital media sits right at the heart of the media strategy. Nationwide City Screens, Street-Live Screens and large format posters will feature the campaign strapline "´óÏó´«Ã½ iPlayer. Making the unmissable, unmissable" and showcase great moments from programmes available on ´óÏó´«Ã½ iPlayer.
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Across London, digital bus sides and digital escalator panels will also encourage a mainstream audience to catch up on programmes they love with a direct call to action.
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Kerry Moss, Head of Marketing, ´óÏó´«Ã½ iPlayer, explains: "With ´óÏó´«Ã½ iPlayer, audiences will be able to go online to watch or download around 250 different ´óÏó´«Ã½ programmes from the last seven days.
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"The launch campaign aims to bring ´óÏó´«Ã½ iPlayer to a mass, mainstream audience.
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"We recognise that, for a large part of our audience, the 'net is not currently somewhere they're used to going to watch or download TV programmes and so we have developed a campaign that highlights the ultimate benefit of ´óÏó´«Ã½ iPlayer – that the audience no longer has to miss out on their favourite ´óÏó´«Ã½ programmes.
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"The challenge was to maintain a single-minded approach, whilst maximising the individual benefits of a broad variety of media."
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In the New Year further activity will roll out, including targeted press advertising, an email campaign, collaborations with media partner sites and a series of homepage takeovers.
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This will be complemented by a consumer PR campaign across the full spectrum of consumer and media publications.
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Advertising agency RKCR Y&R was appointed to develop the ´óÏó´«Ã½ iPlayer campaign. Their strategy "´óÏó´«Ã½ iPlayer. Making the unmissable, unmissable." led to striking creative executions from the ´óÏó´«Ã½ iPlayer palette of black, white and magenta.
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The TV trail campaign was produced by Red Bee, whilst ´óÏó´«Ã½ Radio Cross Trails executed the radio trails.
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Agency Republic was responsible for the online activity, and worked with Right Now Technologies and Capita to implement the email campaign.
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Off-air media was planned and bought by MPG.
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Notes to Editors
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´óÏó´«Ã½ iPlayer launched to the pubic in beta on 27 July 2007.
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Since then streaming has been incorporated, giving viewers the opportunity to watch a programme straight away, as well as the downloading function which allows PC users to keep programmes on their computer for 30 days.
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Future phases of ´óÏó´«Ã½ iPlayer will include the full integration of ´óÏó´«Ã½ Radio Player, as well as making ´óÏó´«Ã½ iPlayer available on TV platforms, starting with Virgin Media, mobile phones and other hand held devices.
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