Open, the interactive TV service backed by BSkyB, BT, HSBCard and
Matsushita is using a TV, press and poster campaign through Ogilvy &
Mather to promote its #20 million October launch.
The campaign kicks off on 15 September and will try to explain what the
service can do to attract customers.
Vignettes are used to illustrate the service’s options. It begins with
the question: ’What does it mean to be Open?’ A woman in the middle of a
field picks an apple from a tree and puts it in her shopping
A voiceover explains: ’Open means you’re free to go shopping whenever
The statement, ’Open means you’re free to count your money while others
are counting sheep’, is illustrated by a man looking at a nest of golden
eggs in his pyjamas.
James Ackerman, Open’s chief executive, said: ’Our aim is to establish
Open as the leading provider of interactive TV for UK consumers. With
this campaign we are leading the way for the whole market.’
The campaign was art directed by Kelvin Tillinghast and written by Dave
Williams. The commercials were directed by Carl Prechezer through Rose
Hackney Barber; the press ads and posters were shot by Henrik
Richard Pinder, managing director of O&M, said: ’This has involved a lot
more than just advertising. The technology was always dictated but the
brand was unrealised. We have created it to match what consumers
Media planning and buying is through MindShare and the TV branding ad
will run for just over two weeks, with the product ads breaking on 5
October. Press work will break mid-October and the poster campaign
launches on 1 October.