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Created by The Grand Union, the campaign will run for two months incorporating outdoor, print and radio.

The creative builds around the "Demand More" tagline. It will focus on how HomeChoice offers more than 1,000 on-demand movies, and channels including Sky Sports and Sky Movies, TV programmes on demand and a replay service.

Vicky Mitchell, marketing director of parent company Video Networks, said: "The new campaign builds on the success of our launch activity, which strategically sought to educate consumers about the HomeChoice service and what it actually provides.

"The challenge for the Grand Union this time was to create a sense of excitement and attitude to the HomeChoice brand without compromising the clear explanation of the product and services."

Radio ads will run on stations including Capital FM, Virgin FM and Kiss 100 FM, with press ads in the Evening Standard, Daily Mail, The Times and Time Out London, and a glossy four-page insert in Metro.

There will also be inserts in the lifestyle press including Esquire, Tatler, Vanity Fair, Elle, Red, Men's Fitness and Metro Life.

The outdoor component incorporates 48-sheet and Tube card panels on the London Underground. It will be backed by online and direct marketing activity.

Video Networks recently announced that it had signed an agreement with BSkyB for the Sky Sports and Sky Movies channels to become available on the HomeChoice platform.

Under the agreement, Sky will sell Sky Sports 1,2,3 and Extra and Sky Movies to Home Choice customers. The service is currently available to more than 1.25m homes across London and will be rolled out to the rest of London during 2005.

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