GGT puts emphasis on participation in Challenge TV spots

GGT is launching its first campaign for the satellite station, Challenge TV, on 6 October with a national ad campaign promoting two series, Karaoke Challenge and Name That Tune.

GGT is launching its first campaign for the satellite station,

Challenge TV, on 6 October with a national ad campaign promoting two

series, Karaoke Challenge and Name That Tune.



The 30-second spots - two for TV and two adapted for radio - aim to give

the channel ’a bit of attitude’ while promoting the programmes.



The first TV film focuses on Karaoke Challenge and adopts the kitsch

style of an easy listening compilation album, featuring renditions of

favourite tunes by the likes of Brian Bunnings of Weston-Super-Mare and

Bianca Fontaine of East Kilbride. The spot ends with the generic line:

’Don’t watch TV, Challenge TV!’



The second execution promotes Name That Tune and features Jools Holland,

as the host of an updated version of the classic gameshow. The film is

shot in the style of a documentary and stars a clever male contestant

who can ’name that tune in one’ and who meets Holland’s challenge to

become ’the monarch of the melody’.



’It is the launch phase in a major campaign to attract younger viewers

to the channel,’ Jonathan Webb, the head of marketing at Challenge TV,

said.



The creative director of GGT, Trevor Beattie, said: ’The ads are all

about the fun of taking part. Challenge TV doesn’t have viewers, it has

participants.’



The TV spots, which will run on cable and satellite channels for one

month, were written and directed by GGT’s Alex Paton, through Indelible

Films.They were art directed by Nic Hutton. Media is being handled by

Universal McCann.