Wallace And Gromit Creators Signed For Digital Awareness Campaign
Digital UK, the body leading the digital television switchover in the UK, has teamed up with Wallace and Gromit creators Aardman for an autumn campaign to drive awareness of the UK’s switch to digital television.
Aardman is working on the latest series of trails featuring computer animated robot character Digit Al (voiced by Little Britain‘s Matt Lucas), who guides consumers through the world of digital TV.
The campaign will run across national BBC One and BBC Two for the first time from early October, and will see Digital Al alongside viewers in a series of different domestic situations enjoying digital TV programmes.
The national campaign will continue to Christmas, and include commercial TV trails urging seasonal shoppers to look for the digital tick logo, which identifies switchover-ready products. There will be also bound inserts in the Christmas editions of Radio Times and TV Times.
Regionally, the campaign moves into the North West, with information booklets being delivered to 3.1m homes across the Granada TV region, due to switch to digital in 2009.
Beth Thoren, Digital UK director of communications, said: “Aardman have a gift for creating fun, engaging characters. I’m delighted they are helping with our campaign which is called ‘Why Wait?’ and aims to remind people that switchover is coming but they don’t have to wait until then to enjoy the benefits of digital television.”
Digital UK: www.digitaluk.com