Hello from the National Complication Agency
Digita clarifies the possibilities of terrestrial television through a multi-channel advertising campaign.
In March 2021, Digita launched a prominent advertising campaign aimed at bringing the many possibilities of terrestrial television to the attention of Finns, as well as correcting outdated and distorted perceptions of the reception method. The advertising campaign’s guiding light was the National Complication Agency, which highlighted the ease of AntennaTV with a humorous approach.
Terrestrial television makes it easy, and for free
Teppo Ahonen, Vice President, Television, and Ossi Ilveskoski, Director responsible for PayTV Services, and Minna Flink and Maiju Huttunen from Digita’s marketing team started planning the campaign together with the partners late last year. The aim of the campaign was to focus on updating Finns’ perceptions of terrestrial television and to highlight the many possibilities of the reception method.
“Our goal is to strongly change the perception of what terrestrial television really is today. The aim of the advertising campaign was to highlight the ease of terrestrial television and to increase the visibility that the reception method deserves”, Ossi Ilveskoski says.
There have been significant developments in terrestrial television reception in recent years. In addition to its basic strengths, such as nationwide coverage and guaranteed functionality in cottage conditions, terrestrial broadcasting stands out favourably when it comes to other indicators as well. Antenna TV is at least at the level of other distribution channels, if not even above, in terms of both technical quality and picture quality. In addition, it offers Finns’ favourite channels to watch for free, with new interactive services already in use for many years, whereas they are yet to be introduced in cable reception. Terrestrial television also offers a wide range of pay-TV channels that allow Finns to enjoy Formula racing as well as NHL and Champions League games.
“Our intention has been to raise interest and put this reception method on the world map. The aim of the campaign was especially to reach Finns who are considering the costs of receiving TV or different reception methods for their own households. In the future, we also want to communicate with, for example, housing companies that might be interested in switching to free antenna tv reception”, says Teppo Ahonen.
Campaign seen and heard all over Finland
The campaign started in March and was widely seen and heard on digital channels, TV and radio nationwide. People at Digita were pleased with the result, and the work to build the reputation of terrestrial television has got off to a quick start thanks to the campaign.
“The campaign was very much what we had planned, and we saw a significant increase in pay-TV subscriptions during the month. Now that interest has been aroused, we can continue targeted communication to those for whom switching to terrestrial television could be timely”, Ilveskoski and Ahonen say.
The advertising campaign was carried out together with the advertising agency Miltton Digital and the production company Mjölk. In addition, comedy director Teemu Niukkanen, known for his humorous and award-winning commercials and short films, also participated in the planning work.