Open, the interactive TV service which launched on BSkyB last
month, has hired Tequila Payne Stracey to handle its below-the-line
Tequila will be responsible for all Open’s customer communications and
promotions, which will run in conjunction with the current ad campaign
through Ogilvy & Mather. The pounds 12m drive is being screened on
terrestrial and multi-channel TV.
Tequila’s direct marketing brief is expected to focus on creating more
tailored communications with Sky’s million-plus digital customers and
attracting new users at the point of sale.
Open launched in October with a direct marketing drive through Archibald
Ingall Stretton (AIS). That campaign focused on ads in Sky’s magazines
and broad direct mail campaigns.
However, Nick Mercer, marketing director of Open, said at the launch
that he would be parting company with AIS.
At the time, he said: ’We appointed AIS at the beginning of the year on
a launch project, but we agreed that our requirements were very
different, so we decided to look for a new agency.’
Mercer, who was unavailable for comment this week, is believed to have
chosen Tequila for its expertise across both sales promotion and direct
Open is owned by a range of companies, including BSkyB, HSBC and
Other partners include Argos, Iceland, Dixons and Somerfield. Services
available through Open include banking with HSBC and shopping through
high street retailer WH Smith.
Last week Open signed a deal with Flextech Interactive which will see
Flextech Television’s interactive division provide five new host zones
for a range of home shopping channels, including UKTV Shop and
Flextech will support the services with advertising on its TV channels,
which include UK Gold and UK Arena.
This article was first published on Marketing