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BSkyB this week brings the digital video recorder, Sky+, to the core of its marketing with the launch of its biggest campaign since the introduction of Sky digital five years ago.
The campaign, worth around £20 million, is intended to drive further growth in Sky+ sales and stimulate renewed interest in digital television among terrestrial viewers.
The new marketing drive represents the first time that BSkyB has promoted the benefits of Sky+ outside its existing customer base. Sky+ will be promoted through direct mail, Sky's own promotional airtime, the Sky customer magazine, in-store marketing, on a new, dedicated Sky+ website and through television and radio commercials.
The television advertising campaign, beginning tomorrow, will features three 40 second spots in which a variety of unlikely celebrity couples are used to demonstrate how Sky+ transforms television viewing. The couples - Bruce Forsyth and Kelly Brook; Ronnie Corbett and Alice Cooper; and Noddy Holder and Simon Callow - are shown living together and debating what to watch on television. All of the executions use the endline “Sky+, Create your own TV channel" to communicate the core message that Sky+ revolutionises the way you watch TV by allowing you to record your favourite programmes and watch them whenever you want.
Jon Florsheim, BSkyB's Managing Director, Sales, Marketing and Interactive, said: “Sky+ is a fantastic product that transforms television viewing. With our biggest campaign since the launch of Sky digital, we aim to communicate its benefits to the mass market for the first time and ensure that BSkyB remains the brand leader in digital television.”
The campaign, worth around £20 million, is intended to drive further growth in Sky+ sales and stimulate renewed interest in digital television among terrestrial viewers.
The new marketing drive represents the first time that BSkyB has promoted the benefits of Sky+ outside its existing customer base. Sky+ will be promoted through direct mail, Sky's own promotional airtime, the Sky customer magazine, in-store marketing, on a new, dedicated Sky+ website and through television and radio commercials.
The television advertising campaign, beginning tomorrow, will features three 40 second spots in which a variety of unlikely celebrity couples are used to demonstrate how Sky+ transforms television viewing. The couples - Bruce Forsyth and Kelly Brook; Ronnie Corbett and Alice Cooper; and Noddy Holder and Simon Callow - are shown living together and debating what to watch on television. All of the executions use the endline “Sky+, Create your own TV channel" to communicate the core message that Sky+ revolutionises the way you watch TV by allowing you to record your favourite programmes and watch them whenever you want.
Jon Florsheim, BSkyB's Managing Director, Sales, Marketing and Interactive, said: “Sky+ is a fantastic product that transforms television viewing. With our biggest campaign since the launch of Sky digital, we aim to communicate its benefits to the mass market for the first time and ensure that BSkyB remains the brand leader in digital television.”