Five Launches Neighbours Ad Campaign

Five is launching an ad campaign to make audiences aware that Neighbours is switching from BBC One at the start of next month.

The show moves to Five on Monday 11 February, and is preceded by a national and regional press ad campaign starting today.

It will be heavily supported by T-sides on buses and glossy magazines ads which will announce the date of the channel switch.

The campaign’s remit is to alert regular viewers that the programme will still be aired twice a day at 1.45pm and 5.30pm.

Creatively it uses the cast of the show standing by two signposts; one showing ‘Same Ramsay St’ and the other ‘New Home’. Another road sign reads ‘Neighbours, Weekdays 1.45pm & 5.30pm, five’.

Lisa Opie, Five’s managing director of content, said: “Securing the Neighbours contract was a real coup for Five. It is simply one of the best soaps, with a loyal and dedicated following in the UK.

“We have deliberately not altered the content of the show, and have minimised change to transmission times. The campaign is all about reassuring viewers of continuity.”

Louisa Fielding, account director at VCCP said: “The Neighbours campaign portrays familiarity yet with a succinct and clear message – the same show, just on another channel. And because it’s Neighbours we wanted to have a bit of fun, so the ads are celebratory and playful in tone.”

Five snapped up the rights to Neighbours last May, after the BBC decided not to pay the programme’s distributor, FremantleMedia, £300 million for the eight-year deal (see Five Takes Neighbours From BBC One For £300m).

Five: 020 7550 5555 www.five.tv