Teletext

championing the art of less

Overview

Teletext asked us to kick-start their new brand re-introduction campaign, by creating a news story to amplify Teletext’s new brand positioning of ‘No Blah Blah’.

The activity had to reinforce the message of providing no nonsense, bite-sized chunks of information which are designed to give audiences the information they need.

Objectives

To create a noisy news story that appeals to national daily newspapers, online and broadcast.

To amplify the Teletext brand to coincide with a marketing drive around the rebranded service.

To position Teletext’s service as the place to visit for no nonsense, succinct information.

Execution

Taylor Herring worked with academic Dr Kevin Killeen and online research company 72 point to put together a survey on reading habits, asking specifically which titles were the most likely to be discarded by readers for being too difficult, boring or unwieldy, and which were most likely to be bought for decorative purposes by people with no intention of actually reading them.

4,000 people were surveyed ensuring a representative sample with good age and regional spreads.

Dr Kevin Killeeen was then tasked with penning synopses of the top ten titles Brits were unlikely to finish, which were hosted on Teletext’s information service to provide those readers who struggled with them an easy way of finding out the endings.

The results were put together in a news release which was sent out widely to news wires and national press news desks, as well as books and arts correspondents.  Taylor Herring also put together a full day of broadcast interviews for Dr Kevin Killeen.

Results

Coverage achieved included:
Over £500,000 worth of coverage was generated, with national press news stories in the Daily Telegraph, The Independent, The Guardian, The Times, Daily Mail, Daily Express, Daily Record, The Sun, Metro, Daily Mirror and the London Paper
Broadcast news pieces on BBC Breakfast, BBC News 24, BBC Radio 5 Live, Sky News, Channel 4 News, BBC Radio 4 and over 30 regional radio stations.
Lots of online pick up including BBC online, Guardian unlimited and reuters.com.
Story generated coverage worldwide, with pick-up in New Zealand, UAE, India and Europe.