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.