Top Up TV targets ex-ITV Digital customers with ad drive

The "pay-lite" TV platform Top Up TV has launched its first ad campaign targeting former ITV Digital customers.

The campaign, created by Branded, introduces a TV-addicted garden gnome called Little Top Up, voiced by Richard Briers.

The gnome is intent on watching Top Up TV from the garden through the patio window, until the man of the house sits in front of the TV and blocks his view. In response the gnome runs to the front of the house to ring the doorbell to get the man up and then dashes back. Just as the gnome is settled the man's wife draws the curtains leaving the gnome's view of the TV completely obscured. The ad ends with the line: "Because you never know in life what's going to happen."

The ads will run on the Freeview channels ITV2, UK History, UK Bright Ideas, FTN, The Hits and the ITV News Channel, targeting viewers who are watching via an ex-ITV Digital box.

The campaign was written and art directed by Geoff Gray and directed by Henry Cole at HCA. It breaks on 4 March and runs for several months.

Manning Gottlieb OMD is handling the media.

Giles Thomas, a director of Branded, said: "This is a highly targeted campaign, aimed at those people who can currently receive Top Up TV. Digital TV is a vibrant and growing sector in UK media and Top Up TV offers people a simple and inexpensive way of getting more channels."

Top Up TV launched last month to fill the void for digital terrestrial TV customers who had no pay-TV option. It has a potential universe of more than one million homes and for a monthly fee will offer ten premium channels on top of the 26 existing Freeview ones.

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