Venstre (the Danish Government Party): ANALOGUE SWITCH OFF

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: DANISH GOVERNMENT

Product/Service: TV OPERATOR

Date of First Appearance: Dec 1 2008 12:00AM

Entrant Company: MAXUS , Copenhagen, DENMARK

Entry URL: http://www.detnyetv-signal.dk/

Research & Strategic Director: Jesper Fuglsang (Maxus)

Advisor: Henrik Vejlgaard (Secretariat for the New TV Signal)

Interactive Planner: Janice Bang Elkjær (Maxus)

Client Director: Peter Bjørn Eriksen (Metaphor)

Media Consultant: Lene Ingerslev (Maxus)

Senior Account Manager: Lis Wenneberg (Maxus)

Managing Director: Niels Viby (Maxus)

Media placement: TV - TV2 National/regional, TV2 Zulu, TV2 Charlie, TV3 Danmark, SBS TV A/S - December 2008

Media placement: Dailies - Numerous Titles - From National To Local Coverage - December 2008

Media placement: Sundays - Numerous Titles - From National To Local Coverage - December 2008

Media placement: Lokal Papers - Numerous Titles - From National To Local Coverage - December 2008

Media placement: Outdoor - Busses & Trains - AFA JCDecaux - Abribus - September 2009

Media placement: Internet - Numerous Titles - From National To Local Coverage - December 2008

Media placement: DM Activities - Post Danmark - May 2009

Media placement: Weeklies - Numerous Titles - From National To Local Coverage - December 2008

Media placement: Tradepapers - Numerous Titles - Sociodemographic Segmented - April 2008



Results and Effectiveness

What were the results? 99.7% of the analogue target group was digitised! The objective was 98%.
KPI measurements were made during the campaign activities and synchronised with campaign phases 1 to 4.
KPI measurement 1 showed an over performance of 19 %.
81% knew that the analogue television signal would be switched off on the 31st October 2009. The goal was 75%.
After campaign part 4 the KPI showed that 96% of the Danish population knew that the analogue TV signal was switched off - Great success!



Creative Execution

Media synergy, networking, PR work and a balance between commercial and non-commercial media was the way to success. Mass communication with television spots, advertisement in print media and online banner advertising was the way forward to reach the general public in the preliminary campaign phases.

The strategy was to get the resourceful target group informed quickly so they could advise the less resourceful target group later on. As the campaign moved forward towards the analogue switch-off, it became obvious that women and elderly people were the main target group and consequently the media choice and visual universe was focused here.

Nationwide TV was still the campaign's focal point, but regional TV advertising became more important during the later campaign phases. Non-commercial media such as local paper in all postcodes, senior magazines, Text TV and traffic media (busses and trains) were used with the creative universe as a common denominator.



Insights, Strategy & the Idea

In 2009 the Danish government faced the largest, national commercial challenge in many years - to digitise all Danes. The analogue TV-signal was switched off and the digital TV-signal switched on. All Danes were theoretically the objective of the analogue campaign, which had a number of standard KPI objectives containing awareness about the digital transition to the actual conversion of the analogue audience.

Therefore, the campaign consisted of 4 chronological phases which gradually intensified focus on the weakest groups in society - those groups who were the hardest to reach with the digital message due to low involvement, demographics and socio-demographics. The KPI objectives were demanding as the primary target group was difficult to address, but combined with advertising noise from all of the other commercial TV providers, the challenge was massive. Furthermore the campaign had a number of stakeholders, both financial and political, which intensified the complexity of the campaign.