The campaign asks for viewers to "take remote control with BBCi" and by calling the on-screen number viewers will receive the information pack.
The guide aims to motivate those who have digital TV but have not tried out BBCi yet, or have tried it once and never returned to the service, by emphasising the convenience, ease and accessibility of the service.
999 designed the guide into two sections, "wow" and "how", with a red button appearing where the user can read the wow section, the showcase for BBCi content. The guide is then inverted to reveal the how section, which is a hand-holding step-by-step exploration of the BBC interactive TV service.
Real screengrabs were used next to hand-drawn illustrations, with the BBCi logo colours, red and black, used throughout to reinforce branding on the guide, the envelope and accompanying letter.
Tessa Monachino, design director of 999 Design London, said: "It was important to make the viewer feel in control of the service, the pack is very much a confidence building piece that aims to communicate and not confuse.
"If we can get BBC viewers to try BBCi and make it a good experience then chances are they will use it regularly."
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