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The multimedia campaign, across TV, national and regional press, online and radio, will feature a robot character called Digital Al, who travels around the country helping people to prepare for the switch from analogue to digital. Little Britain star Matt Lucas will assume the voice of Digital Al.
Since the first promotions launched in 2006, awareness of the impending switchover has increased by over a third to more than eight in 10 adults, according to an Ofcom/Digital UK tracker. However, fewer than one in five adults know when their own region will convert.
The new campaign emphasises the different switchover times according to region. Viewers will also be urged to look for the ‘digital tick’ logo when buying new TV equipment, and to consider buying a digital TV recorder.
Creative work for the campaign was handled by AMV BBDO, with media planning and buying from MediaCom.The digital switchover begins in Whitehaven, Cumbria on October 17, before rolling out across the UK region by region, finishing in 2012. Every household will need to ensure all TVs are capable of receiving a digital signal..