The six-figure campaign, which will educate consumers on the capabilities of the Freeview+ digital TV recorder, will run in the special Christmas editions of the magazines and online across the Christmas period.
The cross media campaign will feature editorial content about what the magazine’s respective editors and TV celebrities will be watching and recording on their Freeview+ boxes over the Christmas period. In addition, there will be a branded sticker sheet in the TV Times double Christmas issue, allowing readers to plan their viewing effectively over the festive period by marking the programmes on the listings pages that they plan to watch or record. Freeview will also sponsor the Christmas section of www.whatsontv.co.uk.
Matt Downs, creative media director, IPC says: “The Christmas period is when consumers plan and share their TV viewing experiences more than ever so it really is the perfect time to communicate with this audience. We were delighted to be able to create this interactive multi-media campaign for Freeview. By integrating print, paper technology and digital our brands will help the client engage with their audience in a fun way, and ensure they get their messaging across.”
Owen Jenkinson, head of marketing, Freeview adds: “There is so much to watch on TV at this time of year, so it is a perfect time for Freeview to highlight that viewers don’t need to miss out on the programmes they love at Christmas as Freeview+ allows them to pause and record TV. And because Freeview is contract free, they don’t need to worry about monthly TV subscriptions.”
The campaign was created by IPC Creative Media and brokered by MEC.
