John Lewis pushes digital switchover via DM

Wed, 10 Mar 2010 | By Rosie Baker

The DM campaign, created by Kitcatt Nohr Alexander Shaw, aims to help customers navigate the options available to them for the digital switchover, and drive footfall and website traffic for their Audio and TV category.

It targets consumers who have not yet switched to digital TV, as well as those who have digital and analogue sets in theie homes.

The cover features an image of an old-fashioned TV set with an analogue aerial, and carries the line “Feeling confused about the digital switchover?”. Inside, an image of a modern flatscreen TV carries the line “We’ll make everything crystal clear”.

The campaign invites consumers to sign-up for one of several free advice evenings at their local John Lewis store to clarify any queries over the switchover.

John Lewis has also created an information page dedicated to the digital switchover within its website.

Recipients can also enter an in-store prize draw to win a £2,000 digital makeover.