Posted 22 May 2003 08:30 GMT on MediaWeek Online
WPP agency HHCL Red/Cell has the unenviable task of figuring out a way to explain the joys of personal video recorders to consumers this autumn in a snappy but illuminating TV campaign. More specifically, the agency has taken on the task of marketing BSkyB’s Sky+ box, which, in simple terms, stores programmes on a hard disk and lets viewers record a programme while watching another.
Remembering that TiVo spent $50m (£30.6m) in the first six months of its life trying to market the PVR concept, whatever the agency comes up with could make or break its reputation. So far, BSkyB has done little more than mailshot Sky+ brochures to its existing customers. Why invest in a hitherto unproven technology that is still too expensive and complicated to make it into most sitting rooms? Besides, BSkyB continues to increase average revenue per subscriber through plain old-fashioned subscription sales. (more...)