Share this

ANFR (National Agency of Frequencies)

Cross-media campaign to assist the French population to switch to High Definition Digital Terrestrial Television

 

Challenge

How to assist the French population as they switch to High Definition Digital Terrestrial Television?

Strategy

The campaign, divided into three phases, is marked by the return of Bleu and Rouge, the iconic characters introduced for the switch-over from analogue to Digital Terrestrial Television (DTT), and describes how to get ready for High Definition DTT.

  • November – December 2015: announce that the switch-over to High Definition DTT will happen on April 5 and viewers are encouraged to ensure their TV sets are HD-ready.In addition to the broadcast of two commercials on all DTT channels and online, an announcement is published in TV programme magazines, a video tutorial is distributed online and a digital campaign organised to encourage those concerned to equip themselves.
  • January – February 2016: a message focusing on mutual assistance and the necessity to acquire the appropriate equipment is distributed by means of advertisements on TV, on the radio and in the daily regional press. In addition, a partnership is established with the French national postal service, La Poste, to mail an information leaflet to 25 million homes in continental France.
  • March – April 2016: The French population is reminded of the urgency of the need to equip themselves and of the procedure to follow to configure their TV sets on the D-Day. 

The mechanism is complemented by a digital campaign prompting the younger population to help their relations switch to HD Digital Terrestrial Television.

Related Tags

The results

97%Awareness
60 millionFrench people have switched to HD DTT
1 GoldFrench Effie Award in Durable Goods