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91¸£ÀûÉç iPlayer to shine this Christmas as full marketing launch is unveiled
Sir David Attenborough, Jeremy Clarkson, Jo Whiley and Mark Radcliffe are just some of the stars featuring in the 91¸£ÀûÉç's multi-media campaign for 91¸£ÀûÉç iPlayer, which launches on Christmas Day.
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The first phase of the campaign will feature a dynamic mix of on and off-air activity, with key 91¸£ÀûÉç talent highlighting their own unmissable moments from 91¸£ÀûÉç Television.
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Innovative digital media sits right at the heart of the media strategy. Nationwide City Screens, Street-Live Screens and large format posters will feature the campaign strapline "91¸£ÀûÉç iPlayer. Making the unmissable, unmissable" and showcase great moments from programmes available on 91¸£ÀûÉç iPlayer.
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Across London, digital bus sides and digital escalator panels will also encourage a mainstream audience to catch up on programmes they love with a direct call to action.
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Kerry Moss, Head of Marketing, 91¸£ÀûÉç iPlayer, explains: "With 91¸£ÀûÉç iPlayer, audiences will be able to go online to watch or download around 250 different 91¸£ÀûÉç programmes from the last seven days.
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"The launch campaign aims to bring 91¸£ÀûÉç iPlayer to a mass, mainstream audience.
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"We recognise that, for a large part of our audience, the 'net is not currently somewhere they're used to going to watch or download TV programmes and so we have developed a campaign that highlights the ultimate benefit of 91¸£ÀûÉç iPlayer – that the audience no longer has to miss out on their favourite 91¸£ÀûÉç programmes.
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"The challenge was to maintain a single-minded approach, whilst maximising the individual benefits of a broad variety of media."
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In the New Year further activity will roll out, including targeted press advertising, an email campaign, collaborations with media partner sites and a series of homepage takeovers.
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This will be complemented by a consumer PR campaign across the full spectrum of consumer and media publications.
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Advertising agency RKCR Y&R was appointed to develop the 91¸£ÀûÉç iPlayer campaign. Their strategy "91¸£ÀûÉç iPlayer. Making the unmissable, unmissable." led to striking creative executions from the 91¸£ÀûÉç iPlayer palette of black, white and magenta.
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The TV trail campaign was produced by Red Bee, whilst 91¸£ÀûÉç Radio Cross Trails executed the radio trails.
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Agency Republic was responsible for the online activity, and worked with Right Now Technologies and Capita to implement the email campaign.
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Off-air media was planned and bought by MPG.
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Notes to Editors
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91¸£ÀûÉç iPlayer launched to the pubic in beta on 27 July 2007.
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Since then streaming has been incorporated, giving viewers the opportunity to watch a programme straight away, as well as the downloading function which allows PC users to keep programmes on their computer for 30 days.
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Future phases of 91¸£ÀûÉç iPlayer will include the full integration of 91¸£ÀûÉç Radio Player, as well as making 91¸£ÀûÉç iPlayer available on TV platforms, starting with Virgin Media, mobile phones and other hand held devices.
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