Interactive TV service, Open, has unveiled details of its initial marketing campaign. The service, jointly owned by BSkyB, Matsushita, BT and HSBC, and comprising of shopping, banking, travel, games and e-mail through digital TV platforms, will be the first in the UK when it launches next month.
The group is to spend £20 million on the campaign, the first stage of which will establish the brand identity. National poster and satellite and cable TV ads created by Ogilvy & Mather will launch this week. The aim of the campaign is to introduce the service to the British public, with a particular emphasis on attracting women to the brand.
It will be followed by a terrestrial TV campaign to push products and services, and a national demonstration tour. All Sky Digital users will receive a welcome pack.
Open is already running as a basic service to Sky Digital customers, with Woolworths, Manchester United and Kitbag already selling online. It was announced today that HSBC has launched its home banking service on the platform.
Chief executive of Open, James Ackerman said: “Pick-up of our preview service by UK consumers has already been phenomenal. The latest research shows that over a third of Sky Digital users have accessed the service already.”
Open: 0171 332 7000
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