Los Téves
Project Background
In 2009, Chile announced the move to adopt the Japanese standard ISDB-T for digital TV, with legislation coming into effect in 2014. This marked the beginning of the transition away from analogue TV, culminating in a complete shutdown scheduled for April 15, 2024.
Client Brief
The government needed a national awareness campaign to help Chileans understand the shift from analogue to digital television, what it meant for them, and what equipment was needed to stay connected. With only four weeks to launch, the challenge also included coordinating with multiple stakeholders like SUBTEL, Anatel, CNTV, and Arcatel to ensure the message was clear, accessible, and widespread.
Results
The campaign aired on all national and regional Chilean TV networks over six weeks, with 20 minutes of daily airtime across prime slots. It also ran across social media, where comments and questions were addressed in real time. “Los Téves” became a recognisable presence, helping households across Chile prepare for the switch to digital TV on time and with confidence.
