VCCP creates Neighbours campaign for Five

Five is launching a comprehensive advertising campaign to support Neighbours, which starts on Five on Monday, 11th February.

A huge national and regional press campaign will be heavily supported by T-sides on buses and glossy magazines ads which will announce the date of the channel switch.

The campaign has a simple remit; it is a purely navigational task, alerting the loyal viewers that the programme is switching channel. The programme will still be aired twice a day at 1.45pm and 5.30pm.

Creatively the campaign uses the cast of the show standing by the iconic signpost that is used in the credits and which shows the name of the famous street the soap is set in, Ramsay St. However, the two signs are altered, one showing 'Same Ramsay St' and the other 'New Home'. Another road sign reads 'Neighbours, Weekdays 1.45pm & 5.30pm, Five'.

Lisa Opie, Five's Managing Director of Content, said: "Securing the Neighbours contract was a real coup for Five. It is simply one of the best soaps, with a loyal and dedicated following in the UK. We have deliberately not altered the content of the show, and have minimised change to transmission times. The campaign is all about reassuring viewers of continuity."

Louisa Fielding, account director at VCCP said: "The Neighbours campaign portrays familiarity yet with a succinct and clear message – the same show, just on another channel. And because it's Neighbours we wanted to have a bit of fun, so the ads are celebratory and playful in tone."

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For further information contact:
Louisa Fielding at VCCP on 020 7592 9331
or visit www.vccp.com