Leagas Delaney, Miles Calcraft Briginshaw Duffy and an undisclosed agency have been chosen to pitch for a £1 million above-the-line test campaign to run before Christmas, with the possibility of an £8 million national roll-out next year. The pitches are scheduled for next week.
Advertising is expected to play on consumers' fears that technology is constantly improving, making the flexible nature of rental contracts a more attractive option than buying something only for it to be outdated within months.
The £1 billion merger was orchestrated in December 1999 and Granada's agency, Abbott Mead Vickers BBDO, beat Radio Rentals' agency, Ogilvy & Mather, to win the account. BoxClever split from AMV in July 2001.