Football at centre of ONdigital TV blitz

ONdigital is launching a pounds 2.5 million ad blitz this week based around a series of quick-fire TV ads to support its coverage of the UEFA Champions’ League.

ONdigital is launching a pounds 2.5 million ad blitz this week

based around a series of quick-fire TV ads to support its coverage of

the UEFA Champions’ League.



The campaign is designed to provide almost real-time updates of the

matches, with each ad filmed just hours after a game has finished.



The ads, from BMP DDB, will be shot after the matches on Tuesday and

Wednesday evenings and will be broadcast from Thursday for the following

five days. Each ad will be fronted by the sports presenter, Jim

Rosenthal, and the campaign will run through to Christmas.



The ads are being created by Michael Parker at BMP, with Simon Beksner

as copywriter. They will be edited at ONdigital’s studios and the media

schedule - bought by New PHD - includes airtime on ITV and possibly

Channel 4 in the North. In addition to the TV work, ONdigital will run a

series of press ads.



Marc Sands, the director of brand marketing of ONdigital, explained:

’The campaign focuses on what is happening on the field. We’re using the

product to sell itself and the ads will feel very immediate.’



ONdigital is also preparing to launch a pounds 1.5 million advertising

push behind its pre-paid subscription offer, which offers the ONdigital

package for a year for a one-off charge of pounds 119. The campaign from

BMP kicks off in the national press, though it could move on to TV.

Sands said that the idea behind the ads is to position ONdigital as the

ideal Christmas present.



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