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