RE: UKNM: not net marketing

[Richard Houston]

of course sky want to be preceived as *the* default supplier of dtv, but

i've not seen any "reveals" on the posters around where i live. all the ads

actually do is promote dtv - they don't mention sky; and the october 1

reference is quite oblique.


any ful kno that:

>The more consumers associate digital with Sky the harder it will be

>for ONDigital when they launch.


but "associating digital with sky" is precisely what the ads don't do, which

seems silly in what will shortly become a(nother) platform war.


the event that prompted my original email was hearing someone who should

have known better refer to "those fuzzy ondigital ads" which are, of course,

sky digital ads.


Richard Houston.

Account Planner, Brann Interactive.

T: 0171 806 7000

M: 0961 116 059


> -----Original Message-----

>

From: Nick Suckley [SMTP:nick [dot] suckleyvirgin [dot] net]

> Sent:	Friday, October 02, 1998 1:20 PM

>

To: uk-netmarketingchinwag [dot] com

> Subject:	Re: UKNM: not net marketing

> 

> >Has anyone noticed how Sky Digital's TV and poster adverts are totally

> >unbranded?

> >

> >Weird, surely, since the values for which they are seeking to stimulate

> >demand are (will be) satisfied equally (down, pedants, down!) by

> ONDigital.

> 

> It was a bog standard teaser campaign - unlike Eurostar, the reveals were

> different executionally. The reason for the generic look is that Sky want

> to

> take the high ground as being *the* supplier of digital tellyin consumers'

> minds. The more consumers associate digital with Sky the harder it will be

> for ONDigital when they launch. Remember, it's as much a platform war as

> anything else.

> 

> Nick

> 

> Suckley Media

> Independent media planning for the net

>

nick [dot] suckleyvirgin [dot] net

> 0171 286 2575