NTL Ireland will try to tempt consumers to upgrade to digital television with a new ‘psychedelic’ advertising campaign dubbed TV Nirvana.
The cross-marketing campaign was designed by Chemistry, the advertising agency that won the NTL account earlier this year from McCann Erickson. The strategy comprises TV and radio commercials along with some direct marketing activity.
Already under way, the campaign uses imagery based on psychedelic Sixties-influenced visuals, mixed with a backdrop of various TV programme genres on offer including movies, soaps, music, news, sport, drama, documentaries and comedy. The tagline for the adverts, “we want to turn you on”, is meant to signify the simplicity of moving to digital TV with NTL.
A new piece of music has been specially composed for the campaign and it will be used again in future adverts along with a reminder ‘jingle’ at the end of each ad.
The commercials will run across a range of TV channels including RTÉ 1, Network 2, TV3, TG4, E4, Nickelodeon, MTV, Sky News, Sky One and Setanta Sports. Radio stations running the ads are Newstalk 106, FM104, 98FM and Q102.
According to new research from PricewaterhouseCoopers, 400,000 Irish households are forecast to have a digital TV service installed by the end of the year. In its most recent figures to 30 June 2004, NTL claimed to have 82,200 digital TV subscribers.
By Gordon Smith