Channel 5 is relying on inch-high Subbuteo players to attract
viewers to the England versus Poland game, which it will broadcast
exclusively live on 31 May.
National press and poster executions featuring two Subbuteo players
painted in the England and Poland kits and the line, ’Lift a finger and
tune into 5 for Poland v England’, roll out on 17 May.
A radio campaign, booked on more than 40 stations across the country,
precedes the press work. It explains that many people do not need their
video retuned to watch Channel 5, but that they must tune in their
televisions in the same way they would to watch any other station. The
radio advertising breaks this weekend.
Sally Osman, head of corporate affairs at Channel 5, commented: ’It will
take Channel 5 a while to get the tuning message across, but don’t
forget that it took Channel 4 a year to get it right.
If people get the message, and they should, we hope millions will turn
on for the England/ Poland game.’
The match will almost certainly give Channel 5 its largest audience to
date. The station will use the occasion to trial other shows and is
hoping to hang on to viewers after the game.
The Jack Docherty Show, which usually airs from Monday to Friday, will
run a special edition on Saturday night, and will be followed by the
The ads were written and art directed by Mother/Kessels Kramer. Media
for the campaign is being handled by TMD Carat.