Leagas Delaney unveils a striking national poster campaign next
week to support the launch of BBC Choice, the BBC’s digital channel.
The 48-sheet posters, which break on 26 October, aim to raise awareness
of the channel among viewers following its launch last month. This is
the first time BBC TV has used posters to communicate its message since
the Atlanta Olympic Games in 1996.
The creative work features a large, comfortable-looking sofa with three
’reserved’ signs placed on it. The endline reads: ’BBC Digital. The
adventure starts here.’
Anne Foster, the BBC marketing manager, said: ’We chose posters to drive
high levels of awareness. We wanted to establish the channel as having a
real structure, as a companion channel to BBC1 and BBC2. This launch has
an important role to play in driving perceptions of the BBC, which has a
pioneering role in digital.’
The campaign, which will run for three weeks, supports the current TV
promotional film starring the Birds of a Feather actress, Pauline
Quirke.
In the film, she explains what the channel will add to existing BBC
services.
Foster said: ’The posters will complement the rest of the campaign
effort.
This is a launch concentrating on the channel proposition rather than
specific programmes.’
The campaign was created at Leagas Delaney by the copywriter, Simon
Roseblade, and the art director, Glenn Gibbins. Media planning and
buying is through New PHD.
This is very much a channel launch concentrating on the name and channel
proposition rather than specific programmes.’
The BBC launched BBC Choice on 23 September. The free-to-air channel,
screening general entertainment shows and complementary programming to
BBC 1 and 2, will be available on all digital platforms.
The campaign was created at Leagas Delaney by copywriter XXX and art
director XXX. Media planning and buying is through New PHD.
