HomeChoice Unveils Campaign To Dominate London’s Media
Fledgling television and broadband provider, HomeChoice, has unveiled a massive £2 million marketing campaign designed to dominate London’s outdoor, print and radio media throughout September and October in an attempt to boost its subscriber base in the capital.
The campaign will begin next week with 48-sheets and 25% ownership of all tubecard panels on London Underground. Metro readers will also be targeted with a glossy four-page insert reinforcing the campaign’s central message.
On-air activity will run across all major London radio stations, including Capital, Virgin, Kiss 100, Magic 105.4, Heart 106.2 and LBC 97.3. A consistent advertising presence in the capital’s print media will run concurrently, featuring adverts in the Evening Standard, Daily Mail Weekend, The Times compact edition and Time Out London.
In addition, online and direct marketing activity, along with inserts in London editions of major lifestyle titles such as Esquire, Tatler, Elle, Men’s Fitness and Metro Life will hammer home the marketing message to potential customers.
The campaign was created by The Grand Union and hinges on HomeChoice’s ability to provide video on demand services to customers. The strapline ‘Demand More’ focuses on the company’s package of high speed 1 megabit broadband, over 1,000 on-demand movies, over 80 digital television channels and an on-demand replay service.
Commenting on the impending marketing blitz, Vicky Mitchell, marketing director of HomeChoice’s parent company Video Networks, said: “The new marketing campaign builds on the success of our launch marketing activity, which strategically sought to educate consumers about the HomeChoice service and what it actually provides. The challenge this time was to create a sense of excitement and attitude to the HomeChoice brand without compromising the clear explanation of the product and services.”
She added: “This new campaign successfully brings to life the unique package we offer and will generate mass awareness amongst our key audience about our fantastic range of programmes and services. The Grand Union has produced a highly creative and effective campaign that communicates our service offering and breadth simply, clearly and engagingly.”
Last month HomeChoice reached an agreement with Sky to allow the satellite giant’s premier channels to be made available on the new digital platform. The new deal sees Sky retailing Sky Movies, Sky Sports 1, 2, 3 and Xtra to HomeChoice customers, as well as launching a new “Sky by wire” brand, featured on HomeChoice’s latest adverts.
HomeChoice: 0800 072 4454 www.homechoice.co.uk
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