Open launches pounds 20m interactive push

Open, the interactive TV service jointly owned by BSkyB,

Matsushita, BT and HSBC, this week kicks off the first stage of a pounds

20m push to promote the launch of its full service on October 1.

Open is spending pounds 12m on the first phase of the campaign to

establish the brand. This will be followed by an pounds 8m push,

educating people on services such as shopping, banking, travel, games

and e-mail - and how to use them.

Advertising takes in poster, print and TV. Creative work is by Ogilvy &

Mather with media by MindShare.

There will also be a direct marketing campaign, through Archibald Ingall

Stretton, to BSkyB’s million-plus digital customers, with a welcome pack

and user instructions.

The company has been running a basic service since last month, with

Woolworths, Manchester United and sports retailer Kitbag already selling

online.

HSBC will join the service later this month and is due to unveil a full

range of online banking facilities from October 12. Customers will be

able to check their balances, transfer funds and buy a range of

financial products via their television set.

This article was first published on Marketing