SkyDigital’s latest ad, promoting its free digital dish and box
offer, has entered Adwatch at number six, with 72% recall. It is the
third and final execution in the pounds 8m ’Don’t be a Dummy’ campaign
by St Luke’s.
In the 40-second ad, two tailor’s dummies are seen outside a
high-street shop window display, discussing ideas for Christmas presents.
One tells the other about Sky’s offer: ’As well as the opportunity to
subscribe to the varied wonders of digital TV, one would also be able to
use e-mail, whatever that is’.
The ad ends with the voiceover, ’Don’t be a dummy - get a free digital
dish and box from Sky’.
The two previous advertisements showed the dummies discussing the merits
of digital TV, but they still put up with a fuzzy TV screen, while
spying on their neighbours getting their dish and box installed.
David Pemsel, account director at St Luke’s, explained that research
conducted for Sky showed only 11% of the country was aware that the box
and dish were free. ’The English are typically reluctant to try new
things, and by using the dummies, we are making a light-hearted poke at
those people. We’re saying, ’It’s not that complicated - why not try it?
The campaign ran until the end of November, and Pemsel confirmed that it
had reached set targets in numbers of calls generated and new
subscribers. He was not able to reveal exact figures.
He speculated that in the New Year, advertising will focus on the
various entertainment aspects of SkyDigital, and target households which
have so far refused to subscribe.SkyDigital was launched in October
1998, and has 1.8 million subscribers, accounting for 80% of the total
UK digital market.
To see the ’Pressies’ ad, visit www.marketing.haynet.com.