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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