01 August 1998

ONLY THOSE immersed in a total isolation tank could’ve missed it - the UK’s biggest-ever advertising campaign! Sky Digital blasted its way into the nation’s consciousness with a massive multi-media campaign costing £60 million plus. Launched on 1 October [with an ad which ran the entire mid-News at Ten break], the campaign runs for three months. It focuses on the range of uses for TV sets that digital television opens up, and rams home the key messages ‘Set me free’ and ‘I can do more’. Sky has also established a heavyweight presence on the Net; surfers seeking rival broadcaster ONdigital are neatly re-routed to Sky Digital’s site instead! The second phase of the campaign broke on 15 October, providing more detail on the specific packages available.