What's the latest football score? What's the stock market up to? In
the past, we rushed to Teletext to get the info we needed.
Teletext seems like a dinosaur in the digital age with the new sources
of information in a marketplace dominated by new media. Not only have
companies had to act fast to embrace these media, but also to stand
I think Teletext has cleverly addressed the issue by being the first
company to launch an interactive promotion across a variety of
Now internet usage is high among consumers, it is vital to reposition
Teletext and create a new corporate identity - so I find the concept of
Teletext's relaunch refreshing as it will cleverly use online media to
communicate with its users and also use off-line tools to deliver the
overall message. But both channels need to work closely together if the
promotion is to deliver the repositioning objective.
Running an online promotion will attract a high number of consumers via
viral marketing and will limit wastage of print material and cost. The
intrusive use of the available media through a platform of partners
makes the campaign more relevant and opens up the audience reach.
However, not having seen how the campaign's visuals convey the new
Teletext proposition, I'm unsure how this complex campaign will be
Displaying innovative visuals will certainly develop the key interactive
message. I am also not entirely sure how you win a prize - chance I
But what better way to entice consumers than by devising a campaign
without a cost or obligation, and offering the chance to win fun prizes?
The prize structure is broad to cover a wide audience and the topical
theme will keep the campaign fresh.
Importantly, it also combines the more serious information source
message with fun, and after all, fun equals involvement.