Optimedia has picked up the pounds 1.5 million media planning and buying
account for the VCR specialist, Gemstar, from Zenith Media.
The business was awarded without a pitch after informal talks between
the client and the agency.
Optimedia has been briefed to develop a campaign to increase consumer
awareness of Gemstar’s main product, Video Plus, the system which
enables consumers to programme their videos by punching in a code.
The agency will also act as a consultant and consider the possibility of
forming alliances with media owners. Optimedia’s other main task is to
demonstrate support for the video production trade.
The new Gemstar Video Plus campaign is due to roll out in late summer,
mainly in the national press. Creative work will continue to be handled
in-house. The VCR manufacturers will be helping to fund the drive.
Video Plus was launched in the UK in 1990, and designed to make it
easier for consumers to programme their videos.
Last year, Gemstar ran a trade campaign in the London region, called
‘Carlton spot plus’. Advertisers were encouraged to put Video Plus
numbers in their short peak-time commercials on Carlton TV to refer
viewers to longer ads running in the cheaper, night-time slots.
Pete Russell, the new-business director at Optimedia, commented: ‘We got
chatting to them because of the number of technology-based clients we
have. In addition to the new campaign, we are acting as consultants and
developing new opportunities for Gemstar.’