BBC promotion asks 'Do you do digital?'
The BBC has unveiled its new marketing campaign to promote take-up of digital television and radio. Four television trails, each with the strapline 'Do you do digital?', will air between now and the end of the Christmas period, with a fifth trail added in the first fortnight of January.
Accompanying the TV trails, created by Fallon London, are a variety of radio executions that will play out on all BBC analogue radio networks from 25 November. The trails can also be seen online at bbc.co.uk/digital.
BBC digital marketing head David Bainbridge said: "This is the first time we have developed a single campaign idea to drive the take-up of digital TV and radio in the UK and which is flexible enough to take us all the way up to switchover.
"We're targeting the remaining 30% of homes that have not converted to Digital TV and the 45% of the population who haven't bought into digital radio yet."
The BBC said its campaign complemented Digital UK's ongoing TV and radio promotion, which runs until Christmas Day. Meanwhile, Freeview's Free TV Land TV advertising campaign, which started on November 9, runs for three and a half weeks in the Granada region.
Last year a BBC trail for digital TV landed corporation chiefs in hot water. More than 1,000 viewers complained that the 'digital faces' computer animation was too frightening for children, and the BBC's programme complaints arm ruled in July that the trail should never have been shown before the watershed.
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