Digital UK ‘Switchover Awareness’ Campaign

Chris Sheldrake

Digital UK, the not for profit company leading the UK’s switchover to digital TV, has enhanced its advertising campaign with targeted messages on atmAd.

Region-specific atmAd campaigns will run alongside existing TV, press, outdoor and radio to raise local awareness of specific switchover dates, which of course vary from region to region.

The inclusion of the atmAd cash machines began with a targeted campaign to enhance the message reach in North Scotland where other media, including lamp post banners and local radio was also running.

Justin Stark, atmAd’s national sales director told us “Organisations looking to educate consumers and raise brand awareness often struggle to find a means of grabbing and holding attention for long enough to impart an in-depth message. Digital UK’s message is an important one, so it’s vital that those seeing it have the time to absorb the necessary information. atmAd’s digital screens, are perfectly suited for a campaign of this nature because they deliver a one-to-one impact over an extended dwell time of 40 seconds.”

The effectiveness of atmAd within the schedule has lead to new activity being rolled out in the Mendip region where, over the next ten months, the campaign will reach a projected gross audience of 1.1 million.

Stephen Fuller of Digital UK added “We are keen to use innovative media that enhances the reach and message cut through of our campaign. In atmAd we have a digital platform that can be tailored and segmented to deliver our message one-to-one, at a local level”

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