Mother rolls out ad push to support C5 live football special

Channel 5 is relying on inch-high Subbuteo players to attract viewers to the England versus Poland game, which it will broadcast exclusively live on 31 May.

Channel 5 is relying on inch-high Subbuteo players to attract

viewers to the England versus Poland game, which it will broadcast

exclusively live on 31 May.



National press and poster executions featuring two Subbuteo players

painted in the England and Poland kits and the line, ’Lift a finger and

tune into 5 for Poland v England’, roll out on 17 May.



A radio campaign, booked on more than 40 stations across the country,

precedes the press work. It explains that many people do not need their

video retuned to watch Channel 5, but that they must tune in their

televisions in the same way they would to watch any other station. The

radio advertising breaks this weekend.



Sally Osman, head of corporate affairs at Channel 5, commented: ’It will

take Channel 5 a while to get the tuning message across, but don’t

forget that it took Channel 4 a year to get it right.



If people get the message, and they should, we hope millions will turn

on for the England/ Poland game.’



The match will almost certainly give Channel 5 its largest audience to

date. The station will use the occasion to trial other shows and is

hoping to hang on to viewers after the game.



The Jack Docherty Show, which usually airs from Monday to Friday, will

run a special edition on Saturday night, and will be followed by the

movie, Kickboxer.



The ads were written and art directed by Mother/Kessels Kramer. Media

for the campaign is being handled by TMD Carat.



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