Million pound TV campaign launched for website

A NEW consumer website created by the owners of stv is to be supported by a TV advertising campaign valued at one million pounds.

The website – PeoplesChampion.com – is to launch at the end of the month, and, when it does, it will be supported by TV ads created by Edinburgh-based agency, The Union.

Union Digital, the firm’s online division, will also build and manage the new website.

As reported by Spike on Tuesday, PeoplesChampion.com is the invention of Jim Spowart, founder of Standard Life Bank and Intelligent Finance. The SMG site will allow customers to search for, and compare prices, on a range of products and services, including insurance quotes and holidays.

Said Ian McAteer, group chairman of The Union: “Working with Jim in the past we’ve built up a great deal of expertise in both financial services and online marketing.

“PeoplesChampion.com is a great concept, and with Jim driving it forward has potential to take a significant slice of the online price comparison market. The fact that Jim has SMG plc backing, with cross media support, means we will be able to build the brand rapidly.

“This is an exciting project for The Union and we’re looking forward to working with Jim and SMG to build this new brand.”

The capital agency are currently in high demand having also been appointed by SMG to create advertising for another new website, stv.tv. The lifestyle website, which was launched last month, features a news, competitions and an online dating service, with new items to be added soon, including a wine club.

The Union, who won the contract after a four-way pitch, has made four TV adverts and developed a print campaign for the website’s ‘out’ section.

Bobby Hain, managing director of stv said: “The TV ads are quirky and fun and successfully capture the ethos of the website. The TV ads are designed to increase traffic to the site and raise visibility of what is an entertainment and info-packed website from a trusted brand.”

TV ads for other sections of the website, including ‘win’ and ‘date’, will be rolled out over the next two months.