Measure up

The BBC wanted to produce a direct mail piece that would challenge the audiences on the cusp of purchasing digital TV. They wanted to assess what the major factor was in making the transition from analogue to digital, was it PRICE, QUALITY or CONTENT? In order to track the responses the piece would be mailed out to databases from 3 key cities in the UK and be measured via telephone and website calls to action. We produced an engaging direct mail piece with standout, one for each city with its own individual content and copy and clear lines of response. The concept aims to challenge the 5 terrestrial channels and to promote the key benefits of going digital. 'Does your TV measure up?' was the key message while the BBC invited you to widen your viewing choice with digital TV.

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