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Digital UK 'Travelling'

Agency: AMV BBDO

Client: Digital UK

Digital UK has launched a national information campaign to promote the digital TV switchover, which starts in just one month’s time.

The switch to digital begins in Whitehaven, Cumbria on October 17, before rolling out across the entire country region-by-region over the next few years, finishing in 2012.

Every household will need to make sure all their TVs are capable of receiving a digital signal, as part of the biggest change to broadcasting in a generation.

The £8m campaign is the latest phase of Digital UK’s national information programme. Since the first promotions launched in summer 2006, awareness of switchover has increased by over a third, to more than eight-in-ten adults.

But with only 16 per cent able to say when their region will convert, the new campaign emphasises that people will switch at different times according to where they live.

The adverts also encourage people to visit, where a new postcode checker (launches September 19) provides detailed information about when they will switch and what digital services and channels they are likely to receive – right down to an individual address.

Using national and regional television, radio, press and online, the campaign features the switchover robot character Digit Al travelling around the country and helping people to prepare.

Media will include:

- Television slots (20”-60”) on national channels and regional opt-outs, both BBC and commercial, locally versioned to highlight when switchover will happen in a given region

- Regional press advertising to promote the postcode checker

- Regional commercial radio slots (30”), with Al answering questions in a format designed to explode common myths around switchover

- National press advertising to encourage pre-Christmas shoppers to buy digital TV equipment rather than analogue

Online advertising on a selection of major sites such as Yahoo! and eBay, and electronic retailers such as Kelkoo

Director of Communications at Digital UK, Beth Thoren, said,  “The campaign’s primary aim is to improve awareness of when switchover happens.

“We want people to understand that the process happens transmitter by transmitter, over dozens of dates in the coming years. We now have a postcode checker that can tell people the year it will happen for them.”

The television advert is produced by AMV BBDO and features the classic Harry Nilsson track Everybody’s Talkin’, a nod to the topicality of switchover as Whitehaven prepares to become the first area in the UK to experience the process.

Comedy actor Matt Lucas (Little Britain) will resume his role as the voice of Digit Al in the radio adverts.

Other key messages to feature in the campaign as it progresses include:

Look for the ‘digital tick’ logo when buying any new TV equipment, which means it is designed to work after switchover. National awareness of the tick logo is 66 per cent, but only 33 per cent of adults can explain what it means.

Don’t forget your recorder. After switchover, VCRs and analogue DVD recorders will not be able to record one channel while another is being watched. Only 35 per cent of adults are aware of this issue. Viewers are advised to consider a digital TV recorder.

No need to buy a new TV. Virtually every set can be converted for digital, even black and white ones. (These adverts commence in the New Year.)

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