Think Box TV Marketing Campaign

Through their television advertisements and their website think box TV of the UK develops a campaign focused on getting British brands to focus marketing dollars on TV commercials. In their commercial they develop a funny image of a man who when placed under hypnosis can only respond to questions through advertisements that he has stuck in his head. This shows the power and role of advertisements in getting brand names into the heads of customers, literally. The commercial can be found on youtube.com under think box ad.

In the UK TV commercials do not play anywhere near the same role as they do in the US. Instead they are only allowed before and after programs instead of placing them in the middle and interrupting the show. For this reason they are much less likely to be seen by the masses so corporations tend to ignore the idea of spending money on them. In the UK 3.8 billion pounds were spent on ad dollars last year which is roughly $7 billion, whereas in the US $180 billion dollars were spent in the last year. If the UK were a company they would only be 4% of the US's TV Ad dollars. This mean that Think box is fighting to not only get businesses to invest money in commercials but also get viewers to watch them. On their website they promote competitions by who can create the most funny commercial and advertise them all over the screen. This could be why many of the worlds most funny commercials come from the UK.

The picture on the right advertises the thinkbox TV planning awards in which the company rewards the brand that has developed the best advertisements in several different categories such as;

In 2009 there were six award categories:
Best Use of TV in an integrated campaign:
Best ongoing use of TV
Best newcomer to TV
Best use of sponsorship or content

Best use of TV innovation
Best use of TV for response
Grand prix: The Judges also award The Grand Prix from the winners of the six entry categories.

Think Box is doing a great thing for the marketing community of the UK by fighting to increase the share of money spent on marketing through television advertisements.

There has never been a more exciting time to be planning TV; programmes and channels to target every possible sort of person, new TV advertising formats, and new technologies to deliver it. Think box is the driving force of UK television advertising and has taken advantage of a gaping hole in the UK business market. They have targeted a broad market of businesses from small businesses to the businesses competing in the TV planning awards show. Instead of strictly segmenting the market and choosing one segment to go after they have strategically set up ways to attack all different segments in different categories while still maintaining a single brand image.