Media
Five is planning a high-profile ad campaign to tell Neighbours fans it is moving from BBC One.
Press, magazine and bus-side adverts began today ahead of Five's first episode on February 11.
The ads from VCCP (below) show the cast in front of the Ramsay Street signpost but with it modified to say "Same Ramsay St" and "New Home". Another road sign reads "Neighbours, Weekdays 1.45pm & 5.30pm, five".
The agency said it was a "purely navigational task" to alert the soap's "loyal viewers".
Five managing director of content Lisa Opie said: "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."
VCCP account director Louisa Fielding added: "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."
The move comes after Five bought the rights last year in a £300m 10-year deal. The channel has rearranged its schedule to keep the soap at almost the same time.
Press, magazine and bus-side adverts began today ahead of Five's first episode on February 11.
The ads from VCCP (below) show the cast in front of the Ramsay Street signpost but with it modified to say "Same Ramsay St" and "New Home". Another road sign reads "Neighbours, Weekdays 1.45pm & 5.30pm, five".
The agency said it was a "purely navigational task" to alert the soap's "loyal viewers".
Five managing director of content Lisa Opie said: "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."
VCCP account director Louisa Fielding added: "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."
The move comes after Five bought the rights last year in a £300m 10-year deal. The channel has rearranged its schedule to keep the soap at almost the same time.
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