Situation
Digital UK is the not-for-profit company responsible for leading the UK’s digital switchover. Launched in September 2005, Digital UK co-ordinates and communicates the regional switchover programme as defined by the Government and OFCOM. It is the role of the communications team to drive consumer awareness, understanding and conversion so no one is left behind in the digital switchover.
When an automatic three year review came into effect, Oystercatchers was asked to help Digital UK oversee an OJEU pitch process. The objective of the pitch was to source an advertising agency that could work across:
- Collaborative strategic development of marketing plans alongside other key agencies
- Delivering localised/regional UK advertising campaigns across TV, radio, press, outdoor and ambient media
- Execution of agreed concepts including creative development, copywriting, art direction, production and repro
- Production, management and delivery of all advertising materials
Action
The OJEU process meant that meticulous rigour needed to be adhered to. However, it also became clear that an agency that specialised in behavioural change would have a distinct advantage over the competition. The interest in this pitch among the large advertising agencies was intense, and at RFI stage an amazing array of submissions from top players were received.
Outcome
After a fair and objective review was conducted, DLKW won the business. They demonstrated strong strategic insights with simple, clear creative that would persuade the UK population to get ready for the digital switchover.