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24 September 2014
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Boxer the television dog in the new ÃÛÑ¿´«Ã½ digital campaign

Boxer teaches your old TV new tricks with ÃÛÑ¿´«Ã½'s six extra channels



Boxer the endearing television dog spearheads the ÃÛÑ¿´«Ã½'s latest campaign to increase uptake of its six extra digital television channels.


'You can teach an old TV new tricks' is the central premise of the Aardman-animated campaign, which squarely tackles the misconceptions and fears of the remaining analogue audience.


Sad old Boxer is transformed when his owner realises that a set top box is all he needs to give him a new lease of life with the six extra ÃÛÑ¿´«Ã½ channels.


The main emphasis is that digital is the modern way to get television.


You don't need to pay a subscription to enjoy the ÃÛÑ¿´«Ã½'s six extra digital channels - you just need the right piece of kit.


The ÃÛÑ¿´«Ã½'s major November campaign includes television, poster and radio executions.


The ÃÛÑ¿´«Ã½ commissioned the campaign from agency DFGW who worked with Aardman Animation and ÃÛÑ¿´«Ã½ Broadcast Creative Services.


The main character is played by John Henshaw of ÃÛÑ¿´«Ã½ TWO's Early Doors fame with voice-over by Amanda Burton.


The main television execution will be followed by two focusing on ÃÛÑ¿´«Ã½ digital content and one promoting digital television as the perfect Christmas present, as well as a cut-down version of the main trail.


Ilse Howling, Head of ÃÛÑ¿´«Ã½ Digital Marketing and Communications, said: "Digital television is now the norm in the UK. It has been adopted by 55% of UK homes and rising.


"This campaign builds on the ÃÛÑ¿´«Ã½'s highly successful drive for digital which has seen more than four million new homes convert in the last two years."


Previous major ÃÛÑ¿´«Ã½ digital access campaigns included Face-off and Monkeys.


The new campaign went to air yesterday (Tuesday 2 November).


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Category: ÃÛÑ¿´«Ã½
Date: 03.11.2004

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