Teletext is dropping its text-only television advertising campaign
in a bid to achieve a more emotional appeal as it gears up for increased
The advent of digital television in the UK later this year will give
Teletext - which runs in conjunction with Channel 4 and ITV - much more
flexibility, allowing users access to pictures and ’point and click’
However, the digital age will also open the door for other
To make sure Teletext maintains a high level of awareness among
consumers, its agency, St Luke’s, has created a campaign that
demonstrates how Teletext can affect people’s lives. This aims to
develop the customer-building success of its previous advertising and
give the brand more personality.
Seven 20-second spots are planned to appear throughout the year, backed
by a media spend of pounds 4 million. Each ad focuses on a different
emotional state in which Teletext had, or would have had, an important
part to play.
For example, one commercial shows the glee a child experiences on
finding a crab on the beach during a holiday that was booked through
Another features a man transported by the musicians in a jazz club after
finding the club through the same service. Both slots sign off with
details of the relevant Teletext pages and the line: ’We want to take
Other commercials reveal the misery that can result from not using
They include the sorry tale of a teenager who goes out without checking
the Teletext weather forecast and gets wet. Another features a woman who
visits a travel agent to book a holiday, only to find it is closed.
These ads end with details of the appropriate pages and the line: ’We
want to stop you being there.’
The TV ads, which break on Sunday, were written by Tom Childs and Ed
Morris, and directed by Matt Winn through Freedom Films. Media was
planned and bought by Manning Gottlieb Media.
Teletext’s marketing director, Gary Bean, said: ’The next stage is to
gear up for the future, where Teletext appears on a range of platforms,