Inmarsat, the UK-based satellite communications company, is launching
its first worldwide campaign to raise its profile as the leading service
provider for areas of the globe that are beyond the reach of cellular
Publicis in London has produced the ads for a dollars 20 million
campaign that begins this week on worldwide satellite TV. The spots will
be supported by a print campaign in international business titles.
The initiative is the start of a major push by Inmarsat - a consortium
made up of 79 national telecommunications corporations, including BT -
to extend its business beyond its current 50,000 specialist users. Until
now, its service has been used mainly by ships, aircraft, lorry fleets
and TV news crews who are reporting from remote regions of the world.
As the size and price of Inmarsat’s equipment falls - it currently costs
about as much as a PC - the company is looking to increase demand among
individual users such as engineers, architects and business travellers.
The TV advertising is being spearheaded by a 60-second commercial to
emphasise the fact that because much of the world cannot be reached
using conventional communications, it might as well be on another
planet. The endline is: ‘Make contact with other worlds via Inmarsat.’
The ad, which was photographed in Cape Town and the isolated Augrabies
Falls national park in South Africa, underscores the theme of the
campaign by showing familiar scenes shot in an unfamiliar way.
One sequence features a doctor in rural Africa performing a medical
examination, while taking advice from a specialist whose TV image is
beamed from miles away.
The film was written by Paul Campion, art directed by Stephen Glenn and
directed by Howard Greenhalgh through Brave Films.
Media planning and buying are through Optimedia.
The initial campaign is aimed primarily at Third World governments,
opinion formers and executives with financial responsibility for their
companies’ communications systems.