Open launches £20m digital TV shopping brand campaign

Digital TV shopping service Open is unveiling a £20m marketing campaign this week to introduce its brand before its full-scale launch next month.

Digital TV shopping service Open is unveiling a &£20m marketing campaign this week to introduce its brand before its full-scale launch next month.

BSkyB-backed Open, the world’s first interactive TV service, is already available in a limited form to Sky’s estimated 1 million to 1.2 million digital TV customers.

From October it will launch the rest of its services, including home banking, shopping, games and e-mail. A national poster and satellite and cable TV campaign through Ogilvy & Mather breaks this week. The service will be aimed to appeal more to women than the traditionally male-oriented Sky. Media is through MindShare.

This will be followed by a terrestrial TV campaign jointly developed by Open and Sky.

Open, which is owned by Sky, BT, HSBC and Matsushita, will target existing SkyDigital subscribers, giving reassurance on issues such as credit card security and the impossibility of children accessing porn-ography through the system.

Charles Ponsonby, strategy director at Open, says: “We want to be the generic of the interactive TV environment.”

He says Open will appeal to the TV viewing masses because consumers do not need PC experience to use it. “It’s for technophobes,” he explains. About 99 per cent of UK homes have televisions, compared with an estimated 15 per cent with PCs hooked up to the Internet.

Open’s first three-poster executions aim to communicate a brand that is “liberating and fun”, says Nick Mercer, Open marketing director.

The second stage of the advertising will concentrate on specific promotions from the high-street brands which make up the service. Companies committed to Open so far include Dixons, Somerfield, Argos and WH Smith.

O&M managing director Rich-ard Pinder says: “The technology is so easy to use it will open up a new world for consumers.”

Next year, Sky’s digital TV channels will carry the first interactive ads linked to Open’s shopping and information services.

Open is also in talks to put its service on other digital TV platforms, such as cable.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here