Border email

digital.dev.999design.com/email/

How do you go about making sure that nobody gets left without TV once the analogue signal is turned off? This is the task faced by Digital UK, in the largest ever public information campaign this country has seen.

We currently work with the client on projects from retail point of sale, the annual review to numerous consumer facing and B2B communications. So when they asked us to create their first-ever email campaign we jumped at the opportunity.

With switchover in the Border region only six months away, we devised a campaign that would convey a sense of urgency (not too scary though) targeting the 'Traditionalist' audience, aged 50 - 74 years old, who may be a little more wary about changing the way they watch television.

The email, or should we say Digit Al, encouraged people to visit the Digital UK website and use the online 'Post code checker'. They would then tap in their details and receive unbiased advice on how and when to switch to digital TV - without the pushy sales message.

Three weeks later, results showed that the design and messaging of the email had been spot on, a high percentage of people who received the email had clicked through to the postcode checker and received a helping hand from Digit Al.