It’s always exciting when a client comes with a brief to support the launch of a real industry first.

Screen is the world’s leading provider of subtitling systems – their products are in use every moment of every day, all around the world, powering broadcast subtitle production and transmission and delivering up-to-the-minute teletext and interactive content.

As a globally recognised and frequently visible figure in the broadcast technology arena, Screen has to achieve stand-out at every possible opportunity for new messages to be noticed and more importantly acted upon.

To date, Screen has enjoyed an enviable position of clients buying their hardware products and using their services, quite simply, because they are the best. The market has changed, however, and customers have started to require access to subtitling services in a variety of different ways.

With a significant announcement scheduled for the IBC Show (one of the world’s largest broadcast technology trade shows) in Amsterdam this year Screen turned again to Banbury Howard to create a hard-hitting, unmissable advertising campaign that would suitably carry the announcement and present it with impact.

The message? As an industry first, customers would soon be able to access Screen’s subtitling services in a variety of different ways, including a new cloud-based solution.

First attracting interest and a desire to know more, we designed a series of full page ads to run in the trade press leading up to and supporting the convention. We then created an eye catching exhibition display to launch this new method of service provision to the world of broadcasters.

Using the phrase ‘YES YOU CAN’, our campaign put the customers’ needs at the very heart of the message, conveying that Screen would now be providing the services that their customers want, in the way that they want them.

Commenting on the campaign, Dean Wales, Head of PR and Marketing at Screen, said: “The response to this campaign was unprecedented. We enjoyed considerable footfall to our show stand with enquiries directly attributable to the campaign. And what was particularly noticeable this year was the level of positive comments we received on the advertising creative itself – it was visually distinctive for the industry and yet it remained entirely relevant and engaging.”