MEDIA: Monkey rebrand campaign a hit says ITV Digital

Marketing 26-Jul-01, 12:00

ITV Digital says its rebranding campaign featuring Al and Monkey

has been a hit with consumers and retailers.

Rebranding ONdigital as ITV Digital has been seen by some as a risky

strategy likely to result in further consumer confusion over digital

TV.

According to ITV Digital sales and marketing director Jeremy Dale,

weekly sales of ITV Digital are up 15% since the campaign, created by

Mother, broke earlier this month. He said telesales call volumes rose

80% week on week in its first five days.

Dale added that more than 80% of retailers surveyed said the campaign

was good and the campaign had researched well in focus groups. He said:

"The key outcome was that the advertising was well liked and gave a

clear understanding of the message. The primary take-out from the

attendees was that ITV Digital was ONdigital plus more."

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