JCPR to 'demystify' DVDs in consumer campaign

The UK DVD Committee is to attempt to 'break down women's household

veto' in a PR drive to increase sales.

The trade marketing forum has taken on Jackie Cooper PR to drive the

campaign, aimed at 'demystifying' the home entertainment products.

According to JCPR account manager Jazz Barton, the agency will seek to

'interact with women' by undertaking demonstrations of the products in

shopping centres.

Other strategies include loan weekends, allowing consumers to try the

products in their own homes, and the production of literature aimed at

overcoming popular fears of purchasing something new, by providing basic

information on what DVD is and where products can be purchased.

Other tactics include visits to DVD authoring centres, while retail

promotions offering free DVDs with the purchase of certain machines will

be run in-store as an incentive to drive demand.

The agency reports to marketing and PR consultant Alison Moran, who was

recruited by the DVD Committee from car-maker Daewoo in August this year

(PRWeek, 17 August).

Moran, who previously used JCPR as her retained agency at the Korean

car-maker, was charged with the search for an agency.

The Committee, which was founded in 1997, took on Consolidated

Communications two-and-a-half years ago for a campaign aimed at

promoting the take-up of DVDs, which drew parallels with the launch of

the product and the emergence of the CD format in the 1980s.

The latest appointment hopes to advance the campaign by making the

products more family friendly rather than the preserve of technology


JCPR campaigns director Ian Withington heads the account.

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