PIXEL POWER DELIVERS FIRST LIVE GRAPHICS OVER AD CAMPAIGN
Competition Question and Results Graphics for Christmas Day MFI Ads

Cambridge, UK, 23rd January 2006: Pixel Power delivered the live graphics in an industry-first ‘Advertainment’ ad campaign for a retailer, MFI, on ITV1, ITV2 and ITV3. The broadcast graphics leader generated graphical overlay posing a quiz question and text number for an MFI ad at the beginning of commercial breaks, and to announce the winner and prize over another at the end. The campaign received around 90,000 responses via text, phone and online.

ITV used Clarity 500 from Pixel Power’s flagship family of character generators. Clarity 500 is a multi-channel SD solution that combines text, stills, video clips, sound and live video in each channel.

Using Advertainment technology, viewers participated in a live competition across ITV’s channels by interacting with an ‘Activator’ call-to-action mechanism on a specially created MFI commercial. High profile interstitial spots were secured on ITV1, ITV2 and ITV3 on Christmas Eve and Day, including Coronation Street, Emmerdale, Ant & Dec’s Christmas Takeaway. Viewers were prompted to text, phone or enter the competition online. The winner of a £25,000 MFI Home Giveaway was revealed live on air on Christmas Night during ITV1’s Booze Cruise.

“There is no doubt that MFI’s campaign stood out from its rivals at such a critical time for all retailers,” says Pete Marsh, advertiser controller at ITV Sales, who was responsible for putting the package together. “35 per cent of the UK adult population saw at least one spot and we are delighted with the overwhelming response rates it received from viewers, particularly via text.”

“On-screen graphics are an essential component of almost all programming today to attract and retain audiences,” says Pixel Power MD James Gilbert. “Applying them to commercials is a natural and powerful extension of their capabilities that will reap significant rewards for those advertisers that use them.”

Notes to editor

Pixel Power is a leader in the development and production of SD and HD broadcast graphics systems, news production workflow tools and live interactive content with more than 2,000 installations worldwide. With a local presence around the world the company’s award-winning solutions suit broadcasters, post-production houses and outside broadcast (OB) trucks of all sizes for distinctive, professional, reliable and cost-effective on-air graphics.

Established in Cambridge, UK, in 1987, the company also has a wholly owned subsidiary office in Florida, USA, and a dedicated network of distributors and support offices around the world.