Consolidated beats three to DVD work

Consolidated Communications has picked up the consumer account for a generic campaign to promote digital video discs (DVDs) to the British public.

Consolidated Communications has picked up the consumer account for

a generic campaign to promote digital video discs (DVDs) to the British

public.



Consolidated won the account, which carries an annual budget of over

pounds 70,000, after a four way pitch late last month against incumbents

Peter Noble PR, Foresight and DSA.



The agency was awarded the account last week by the DVD committee, a

consortium of hardware and software manufacturers set up in 1997 to

promote the take-up of DVDs.



Consolidated has been given a year’s contract. The brief is to

communicate the benefits of switching over from conventional VHS

machines to the new digital format.



DVDs allow viewers higher quality pictures and sound, subtitles, and

even the chance to choose different endings and camera angles at the

touch of a button.



Gail Melling, a Consolidated board director, said that, as in the 1980s

when CDs were launched, the challenge will be to get consumers to switch

formats.



’Last Christmas DVD discs and machines were the biggest selling home

electronic equipment in America. It is only a matter of time before it

reaches similar levels of popularity over here,’ she said.



Consolidated’s generic campaign will underpin separate campaigns by the

individual software and hardware manufacturers which include Sony,

Panasonic, Polygram Filmed Entertainment and Columbia Tristar.



Since its launch last April 500,000 DVDs at between pounds 15 and pounds

20 each have been sold in the UK - the Bond movie Tomorrow Never Dies

was the biggest seller.



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