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
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.