St Luke’s launches Teletext campaign

Teletext is dropping its text-only television advertising campaign in a bid to achieve a more emotional appeal as it gears up for increased competition.

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

you there.’

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,

especially digital.’

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