BBC kicks off its Digital Access Campaign
The BBC has launched its new marketing campaign for Digital Access.
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 BBC One and BBC Two.
The second part of the campaign with the fifth execution will air in January for two weeks.
Accompanying the TV trails are a variety of radio executions that will play out on all BBC analogue radio networks from 25 November.
In addition, the public can view the trails online at bbc.co.uk/digital.
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.
"It's rooted in real life situations, showcases the breadth of content on BBC digital channels and utilises humour to appeal to a diverse audience who have so far resisted the move to digital.
"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."
The first TV trails to be aired are entitled Couples and Intervention.
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.
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".
A further two trails - Posh Parents and Present – were added on 18 November. The final execution, Boredom, is scheduled for January 2007.
The strapline that will accompany the trails is "Do you do digital?" and all executions have been created by Fallon London.
The primary purpose of the campaign is to raise awareness of how much audiences can get from the BBC if they convert to digital. The secondary purpose is to drive take-up of digital television and DAB digital radio.
"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.
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.
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.
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.