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
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.