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1. jpmaya Le 18/12/2009 à 13:39
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   Campaign Worth £800,000 To Promote its SmartBox Posted On: Friday, 18 December 2009 FetchTV is set to launch its first above-the-line marketing campaign. The three-month campaign launches this month across key consumer magazine titles and websites. Advertisements will appear in titles such as FHM, Empire, Radio Times, Total Film and the London Evening Standard. The company is also running advertising spots that highlight the on-demand video content available on the service across social networking sites including Facebook and You Tube. Starting in 2010 there will be a targeted regional press campaign that reflects FetchTV's UK distribution network. The regional press campaign will run alongside in-store activity that will see demonstrations of FetchTV's SmartBox at store locations nationwide. All stores where the box can be purchased - John Lewis and The Carphone Warehouse - will be included in the in-store activity. FetchTV's SmartBox delivers the Freeview+ suite of channels and functionality and subscription free video-on-demand to the TV. The box connects to any UK broadband supplier and allows customers to pick and choose on-demand content from over 1500 hours of TV, film, music and kids content. The SmartBox is also the first Freeview+ box to be able to deliver BBC iPlayer and other internet video content directly to the TV screen. FetchTV recently signed a deal with BSkyB that will see Sky's internet offering - Sky Player - launch on the platform in Q1 2010. The creative for the print campaign is based around the fact that the box, via its broadband connection, can deliver internet content directly to the TV screen. FetchTV's creative agency Clear developed the campaign, which sees customers trying to enjoy content on a computer screen. In different executions this scenario goes wrong with laptops falling off tables, large families trying to crowd around a small screen and highlighting the fact that watching content on a computer screen is not the most enjoyable experience. Peter Cox, Marketing Director FetchTV said: "We know that more people are watching content on computer screens, but this is out of necessity rather than choice. Given the choice we believe that people would much rather watch content, such as that delivered by the BBC iPlayer, on a TV screen rather than on a computer screen. Our box allows users to do this and that's what the creative highlights. The strap line of the campaign is 'Put it on the telly' and this stems from the fact that we don't want people to forget that the family TV set is the best place to view TV shows, after all that's the platform they were made for!" FetchTV launched commercially in July 2009 and have signed retail deals with John Lewis and The Carphone Warehouse. Two more high street retail deals are due to be announced imminently. All campaign creative and media planning and buying has been handled by Clear.

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