BBCi signs up F1 star Button for biggest ever campaign

by Ben Carter,, Marketing 03-Dec-03, 11:15

LONDON - BBCi, the interactive arm of the BBC, is launching its biggest-ever advertising campaign in a move that is likely to further antagonise commercial operators critical of the scale of the BBC’s online services.

The Corporation has signed Formula One racing driver Jenson Button to front the campaign for its 24/7 interactive TV digital information services.

The campaign marks the first time BBCi has used a celebrity in its advertising, and is the first commercial appearance for Button.

The campaign breaks on BBC TV channels this Saturday and runs until the end of January, using the strapline ‘BBC at your beck and call’.

It will be supported by online activity, ads on BBC radio stations and in Radio Times, as well as press ads in non-BBC lifestyle magazines.

BBCi marketing manager Kelly Turner said the ad is aimed at males aged 25 to 40 and is intended to convey the message that whatever the time of day, you can access the latest news, sport and weather updates by pressing the red button on your digital TV remote control.

BBC Broadcast created the campaign, which will also see BBCi use teasers for the first time before two main trails hit the screens later this month.

The marketing activity breaks during a government review of the BBC’s online remit, led by former Trinity Mirror boss Phillip Graf.

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