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Interactive Television Advertising Video Vault
Business models and best practice is still being defined around Interactive Television Advertising. Response rates are encouraging - with click through's seem to be significantly higher than traditional direct marketing - but is this enough?
Despite this, Jupiter Media Metrix predicts that iTV advertising will represent $4.4 billion in revenues by 2005.
Sky has had a significant amount of success so far with over 280 different interactive campaigns to date that have generated around 1.9m online responses.
Advertising campaigns in Interactive Television can range from web-style banner advertising to an enhanced TV style call-to-action (blinking icon) that links to a DAL (Dedicated Advertiser Location).
The technical challenges of ITV go way
beyond the skills of most Advertising Agencies, and their
commitment to this new medium is still in the
balance, however on thing is sure - to succeed,
Interactive TV advertising needs to be as clever,
rewarding and innovative as conventional TV advertising
is today.
Here we present some examples, old and new of how
Interactive Television Advertising actually works.
UK
Australian Tourist Board (OpenTV) (3.5 Mb)
This simple interactive
advertisement invites the viewer to press red and then
takes them away to a series 4 simple scenes or pages,
accessed each time by pressing SELECT. These pages are
supported by a separate video stream in 1/4 screen mode
with each page illustrating a different aspect of
Australia. It is not possible to request a brochure, but
on each page, viewers are invited to 'See things
differently' by visiting Australia.com
More Stills
Australia 1
Australia 2
Australia 3
Australia 4
Australia 5
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interactive TV applications.
UK
Adidas on Sky Digital (OpenTV)
This campaign for Adidas -
‘Jonny & Becks’, features Rugby star Jonny
Wilkinson and Soccer star David Beckham 'exchanging their
skills and experience in kicking' on the pitch.
The interactive advertisement is accessible from a red
button call-to-action in the traditional campaign and
also from a banner advertisement in the Sky Gamestar
portal.
The DAL, designed by
Weapon7 and with technical execution by Sky Interactive
allows the viewer to experience the full 90 second
version of the TV advertisement and also access 90
seconds of out-takes from the filming of the
campaign.
This particular DAL stands out because it presents
content to the viewer that is exclusive and
entertaining.
It is also unique in
terms of its design which is extremely clean and simple,
once in the application all the viewer need do is switch
between the left or right video feed using their
remote.
The application design is also enhanced with some clever
coding so that it artfully and seamlessly switches
between the two video feeds with what can only be
described as a set-top-box generated video
‘wipe’.
More Stills
Adidas 1
Adidas 2
Adidas 3
Adidas 4
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
PEUGEOT 407 DEBUT (OpenTV) (10.5 Mb)
This 'virtual showroom'campaign
for Peugeot is the manufacturer's third interactive TV
campaign, this time supporting the launch of the Peugeot
407.
The DAL (Dedicated Advertiser Location) was developed by
Sky in collaboration with Peugeot and OMDtvi.
Viewers that press red during the linear advertisement
are able to select from a series of videos specially made
for the ‘virtual showroom’. Each video,
accompanied by specially made audio and voiceovers,
artistically highlights particular specifications of the
Peugeot 407. Viewers can scroll through accompanying text
by pressing 4,0 and 7 reinforcing the car's brand
message. Additionally the application allows the viewer
to request a brochure or a test drive.
According to interacive agency OMDTVi, the car's brand
integral to the design of the application. The use of
video is also innovtive with full-screen video being used
alongside an additional four-screen video panel. Each
video, once selected expands to quarter screen allowing
the viewer to browse supporting text.
Peugeot’s first campaign for the 307 was an impulse
response linked to Sky. Launched last July it allowed
viewers to request brochures. The second campaign used a
mini DAL and promoted the latest offers on the 206 and
307 across Sky channels, ITV2 and Sky Active
banners.
According to Dean Drew, Advertising Director, at Peugeot,
“Interactive TV really works for us and we have had
great results with our previous 206 and 307 campaigns.
These learnings have prompted us to widen the extent of
our use of iTV with this full-scale DAL. The investment
in creating a virtual showroom reflects the brand values
of the Peugeot 407 and our desire to help consumers to
find out more about this great new model”.
More Stills
Peugeot 1
Peugeot 2
Peugeot 3
Peugeot 4
Peugeot 5
Peugeot 6
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interactive TV applications.
UK
Nicorette iAdvertisement on Sky (OpenTV) (2.9 Mb)
Interactive agency OMDTVi has
recently released the results of Nicorette's interactive
advertising campaign that ran across Sky Digital earlier
this year.
The ‘impulse response’ campaign was launched at
a time when smokers traditionally make a decision to give
up as part of their new years resolution. The campaign
started on 26th December 2002 and ran until the end of
January 2003.
The campaign targetted 18 to 35 year old smokers and
using the red button, offered them the ability to obtain
a Nicorette “Fresh Start” support pack.
According to OMDTVi, the Nicorette campaign aimed to
fulfil three core objectives:
1) Gain learnings about TV channels and their value in the media planning strategy
2) Collect names and addresses for future use, whilst supplying Fresh Start Packs
3) Examine the value of iTV for further campaigns
Each
household was limited to 2 packs each to prevent children
or over enthusiastic red button pushers from distorting
the results with a total of 11,000 packs being sent out.
The iTV campaign resulted in a response rate 0.13%.
Working considerably better than internet, radio, press
or DRTV, the figures are all the more encouraging given
that not all television viewers are smokers! According to
OMDTVi, the cost per response (CPR) of the campaign was
£3.95, which compares favourably when compared to the
return on investment.
Andrea Nichols, Senior Brand Manager International at
Nicorette was impressed with the results: “iTV
certainly works for Nicorette and we are very encouraged
by the results. Clearly consumers are willing to interact
via the TV and we shall be looking to implement further
more sophisticated campaigns to build on this
learning.”.
More info at http://www.omdtvi.com
Download the Case Study Here.
More Stills
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
Honda Interactive Campaign (OpenTV) (2.3 Mb)
Interactive specialists
‘Weapon7’, media agency ‘Starcom
Motive’ and BSkyB have collaborated on an innovative
interactive advertising campaign for the ‘Honda
Accord’ car. The interactive advertisement extends
Honda’s “COG” campaign that is currently
airing across the UK’s terrestrial, cable and
satellite networks in 30 second, 1 minute and 2 minute
versions with the iTV campaign launching 1 week after the
premiere of the traditional advertisement.
In the interactive layer, designed by Weapon7, an innovative, text-based ‘call-to-action’ invites the viewer to ‘Press Red’ and takes them from the traditional campaign to an interactive DAL (Dedicated Advertiser Location), effectively a special channel where the viewer can watch the full 2 minute version of the campaign and, more importantly, register to request a special DVD showing the making of the commercial or a brochure or both items.
(See Wieden and
Kennedy’s full 2 minute campaign as seen through the
DAL here!)
Whilst previous interactive car campaigns on Sky Digital,
such as Audi have taken viewers from the conventional 30
second slot to a separate stream, (in Audi’s case,
featuring a mini 4.5 minute documentary), this is the
first time viewers have been given access to a
‘long-form’ advertisement from the conventional
spot.
According to Owen Hanks, Interactive Advertising Manager at Sky, “the main essence of the service is in extending the brand message beyond the original 30 and 60 second campaign” which is “exactly what it does.” Early responses indicate that viewers entering the interactive version of the application have been watching the loop of the full 2 minute campaign at least 3 times.
More Stills
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interactive TV applications.
UK
Coca-Cola TXT FOR MUSIC (OpenTV) (2.7 Mb)
This interactive advertisement on
Sky Digital is aimed at encouraging viewers to register
for the Coca-Cola's 'Txt for Music' promotion. The
promotion allows viewers to collect special codes from
packs of Coke and in return receive music credits which
they can exchange for 'limited edition' CDs.
By pressing red, the viewer is taken from the
conventional advert to a simple 'poster-site' where they
can register for the promotion by entering their mobile
telephone number, with the box connecting to Sky via its
internal modem. Interestingly, and unlike many services
these days, the viewer is taken away from the main video
whilst in this area. There is certainly a trend these
days to either allow viewers to enter information whilst
continuing to watch their chosen channel, or
alternatively provide a small video window in the
top-right of the screen so the viewer can interact
without breaking their viewing.
With interactive advertising running across many
different Sky channels, perhaps it would have been costly
to replicate this poster site on each transponder in
order to keep the video in-vision? Or possibly, Sky and
Coke considered that the time required to enter a
telephone number would be fairly small.
Viewers who register are also entered into a prize draw
for backstage passes to Coca Cola 'Red Room' events
across the UK. In addition, viewers can also register via
SMS using a short-code.
More Stills
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
Renault Megane (OpenTV) (3.2 Mb)
This interactive campaign for the
Renault Megane keeps the viewer in the main video. A
branded call to action invites the viewer to order a
brochure and by pressing red on their remote the viewer
is able to enter their name, their telephone number and
also chose whether or not to receive 'follow-up
information' (a telephone sales call). The Sky Digibox
then connects using its modem.
More Stills
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
Fairy Toy Quest (OpenTV) (10Mb)
Following a similar format to the
Flash Lilo & Stitch interactive campaign of 2002,
this advertisiment once again uses the 'Get Toys'
call-to-action and promotes the Disney Toys which are
available to buy by mail order with purchases of Fairy
washing up liquid.
The viewer is taken away from the main video of the channel they were watching and into an environment which they can explore.
The toy offer is presented in the first screen and then the DAL's second screen (acessed by pressing '2') shows a looped trailer for Disney's 'Treasure Planet' .The DAL additionally provides an opportunity to 'Kit out a Pirate' where the viewer can customise an outfit for a 'Fairy-soft' pirate, choosing hat and clothes options with the remote control and also 'Make a Ship', which allows the viewer to build a custom ship and race it on screen.
Pressing Blue in this final stage allows the viewer to go online and register their details to have the chance of winning tickets to Treasure Planet.
More Stills
- Press Select
- Toy Quest Offer
- Trailer for 'Treasure Planet'
- Kit out a Pirate 1
- Kit out a Pirate 2
- Make a Ship
- Win Tickets
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
Suzuki Grand Vitara (OpenTV) (2.5 Mb)
Another simple and effective
interactive advertisement from Sky. The application
cal-to-action is branded and the viewer on submitting
their details will receive a brochure from Suzuki and if
requested a follow up call from their local Suzuki
dealer.
As seems to be the trend with many Sky Digital iAds these days the amount of interaction required from the viewer is pretty minimal and the application does not take the viewer away from the main broadcast. Having said that the iAd still is placed in the last slot of the ad break,
More Stills
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interactive TV applications.
UK
Hot Wheels 'Monster Truck Mahem' (OpenTV) (6.7 Mb)
This interactive
advertising campaign is Cartoon Network's first
interactive advert. It is fairly unique as the
call-to-action is burnt into the video for all to see
(rather than being a seperate small application seen
exclusively by Sky homes) so there is a tag line saying
'In Sky homes only'
Also it is
one of the few interactive adverts to take the viewer
through to a branded game, although its not the first as
Pepsi beat them to it with an interactive game during the
2002 World Cup.
The in-vision call-to-action drives the viewer to press
the red button - taking them to the Cartoon Network
section within Sky Gamestar. From this area, viewers can
press the GREEN button to load the branded Mattel Hot
Wheels 'Monster Truck Mahem' game. A simple racing game
where the viewer can choose their model of truck, the
racetrack and then control their vehicle using the left
and right keys of the Sky remote. The game is free to
play, however through a premium rate modem call the
viewer can pay to register high scores and enter a draw
for a signed model of Michael Schumacher's Ferrari as
first prize. A further Hot Wheels competition exists in
the 'Prizes and Cheats' section of the Cartoon Network
portal where kids can phone in to answer a question to
win more Hot Wheels goodies.
More Stills
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
Spain
The Bourne Identity on CSD Spain (Mediahighway) (3.5 Mb)
This interactive advertisement
for Universal Pictures' film The Bourne Identity (El Casa
Bourne) is running currently across the Spanish Canal
Satelite platform. When the regular advertising spot
runs, pressing 'OK' will take the viewer to a side
channel where the core application and a video loop is
being broadcast. The loop is an extended trailer,
followed by a short campaign for partner Microsoft XBOX.
The application itself offers viewers the opportunity to
win on of four XBOX consoles by answering two simple
questions. The box then dials up, sending the results
back to Canal Satelite for the cost of a local call.
Interestingly, and cleverly, when the viewer quits the
application it automatically takes them back to the
channel they were originally watching.
More Stills
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
Flash Lilo & Stitch on Sky Digital (OpenTV) (5.3 Mb)
"Get Toys" is a pretty
compelling call-to-action if you ask me, that has been
clearly aimed at kids!
The call to
action appears in this commercial for Flash All Purpose
cleaning fluid and effectively asks the viewer to press
red and then leads them into a walled garden experience
that allows the viewer to find out more about the Lilo
& Stitch toys promotion, Watch a trailer for the Lilo
& Stitch animated film, take the "Messy
Test" to win tickets to the film and the 4th option,
"Clean Up", is essentially a series of
powerpoint style slides that explain why Flash is useful
for clearing up after kids of "Whatever their
age".
Interesting to note how the Cinema style interface is
enhanced with occasional appearances by the movie's key
characters amongst the audience!
More Stills
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
Pepsi Sumo Twang on Sky Digital (OpenTV) (6 Mb)
Running
two weeks from Saturday June 1st, coinciding with the
huge interest in soccer generated by the world cup, this
interactive advertisement for Pepsi allowed viewers to
click through the advert to play Sumo 'Twang - the sumo
soccer wedgie game' and have the chance of winning a
signed Beckham shirt.
This was the first time an interactive advertisement in the UK linked through to a game. According to Robert Leach, head of interactive advertising at Sky, because the game was accessible only from interactive advertisements, it had the chance to make it a genuine "appointment-to-view" commercial.
UK
Rimmel (Coty) Double Act on Sky
Digital
(OpenTV) ( 3 Mb)
Building
on the success of their previous interactive advertising
campaign (see below) Rimmel have chosen to invest in
interactive advertising again with a new campaign
targeted at 16-34 year old women.
The poster style campaign offers the viewer the chance to
obtain a sample of Rimmel's Double Act foundation by
providing contact details including their name, mobile
telephone number (for SMS marketing), details of their
current foundation brand and the age group they are in.
Rimmel expect to send out some 60,000 samples during the
4 weeks of this campaign.
More Stills
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
Spain
Smart on CSD Spain (Mediahighway) (7 Mb)
Developed
by Fresh-IT using their SIMPLE too, this
interactive advertisement for the Smart car ran during
the summer of 2002 and allowed the viewer to find out
more information by pressing OK during the traditional TV
advertising campaign.
Once in the application the viewer could "choose their Smart" and find out what their chosen model might cost them. The viewer could then also ask to take a test drive, receive further information or a Smart catalogue by choosing each option and making a connection using their STB.
Since this application chose not to ask any further personal information from the viewer (entering text can be tricky using Canal Plus remotes!) the information from Smart is automatically sent to the primary subscriber at their billing address. This contrasts with Sky's approach which is increasingly to personalise the information to a particular individual at the billing address.
The application posed Fresh-IT a number of challenges, particularly using large graphics/icons and animations on STB's with limited memory resources.
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
Spain
Opel Vectra on CANAL SATÉLITE
DIGITAL
(Mediahighway) (9 Mb)
One of the most ambitious
interactive campaigns so far in the Spanish market, this
application has a unique channel "zapping"
feature.
The Opel Vectra interactive advertisement effectively has
three phases: the first of them is the traditional
advertisement, featuring a teaser that invites the viewer
to "take control" of an ad for the first time
by pressing OK. (reflecting the campaign which focusses
on the "IDS" feature of the Opel - which offers
more driver "control".)
The second phase takes place when the viewer presses OK
when they are "zapped" to the second video
channel which extends the duration of the campaign and
offers further information on the car. This second video
channel features an interactive overlay which asks the
viewer questions about the car. The third and final sated
of the application is a full-screen interactive area or
DAL. (Dedicated Advertiser Location) which allows the
viewer to find out further information on the car and
arrange for a test drive.
By zapping to the second video stream, the advertiser is
not limited in the amount of time available to show the
advantages of the car. The application was designed by
Fresh-IT with the creative was managed by interactive
agency, "Zentropy", part of the Universal
McCann group.
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
BT openworld on Sky Digital (OpenTV) (3.2 Mb)
Reflecting a current trend for
simple interactive advertising at Sky where the viewer
has to navigate through the minimum of screens, this
interactive advertisement on Sky for BT openworld
Broadband allows the viewer to receive a sales callback
to the telephone number they specify "to discuss
Broadband".
Its interesting to see how personalised the call to
action is to reflect BT openworld's corporate image.
More Stills
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interactive TV applications.
UK
Royal Bank of Scotland on Sky Digital (OpenTV) ( 2.4 Mb)
Just
like the Lloyds Bank interactive campaign that you can
also see on this page, the RBS interactive advertisment
is "light" on the viewer's fingers.
All they need do is select RED and then
confirm with SELECT a further couple of times and their
request for information is sent to RBS.
In this video, we've edited out the time
it takes for the box to connect and send the information
across.
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
Nissan Primera on Sky Digital (OpenTV) (12 Mb)
It would
appear that Nissan put a significant budget towards this
campaign given the use of full screen video elements.
Walking through the application viewers are able to interactively explore the features of the new Primera. Also noteable is the qualification of the lead that takes place when the viewer requests a brochure.
Also Sky's offer of a branded call to action across many of its campaigns does seem to offer some consistency between the brand identity and the interactive "red button" to link to an interactive service.
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
Rimmel on Sky Digital (OpenTV) (9 Mb)
Rimmel (Coty UK) wanted to test
interactive television to explore potential for sampling,
and for data capture to extend their direct
consumer/brand relationship. They also saw potential for
market research.
At the
heart of this was a DAL (Dedicated Advertiser Location)
that simply asked “Which lipstick do you use”
Answers were incentivised with a free lipstick, and the
chance to win free cosmetic sets.
Traffic was driven to the DAL by banners placed within
the Sky Active walled garden, and by interactive
advertisements broadcast across a range of Sky channels.
Client and agency targeted 55,000 responses, 20,000 from
banners, and 35,000 from I-ads. The campaign actually
generated 52,300 responses, with I-ads outperforming
expectations.
In fact the iAds were so successful that larger audience
spots had to be excluded from the schedule.
Its quite interesting to note the loop of audio which guides the viewer and supports and enhances what isn't much more than a simple Sky poster site.
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
France
PT Cruiser on Canal Satellite France (Mediahighway) (3.6 Mb)
This interactive campaign
created by The Broadway Factory is one of the few
interactive advertisments that have so far been trialed
over the Canal Satellite France plaform.
So far in terms of the number iTV advertising campaigns, Canal Satellite is still in single figures but looks set to increase the number of services over the coming months. By contrast TPS has distanced itself from the many "Interactive TV Advertising" campaigns it ran in the late 1990's and has now positioned itself as a supplier of TV based "Direct Marketing".
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
France
Jeep Cherokee on Canal Satellite France (Mediahighway) (3.4 Mb)
Whilst the PT Cruiser campaign
offers a great deal of detail on the features of the car,
- its engine, its interior etc. - this campaign by
contrast sticks to the very basic aim of allowing the
interested viewer to request a brochure on the product
simply by clicking "yes". No further data entry
was required with the document being sent to the billing
address of each smart-card/decoder.
Click Here
to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
Teletext Holidays on Sky Digital (OpenTV) (2 Mb)
Rather
than collecting the name and telephone numbers of
interested viewers, this simple interactive advertisement
is unique in the fact it directly links viewers to the
specific "Teletext Holidays" service on the Sky
platform.
In this service, an extension of the highly successful holiday pages of UK analogue teletext, the viewer can search a database of late holiday bargains and "HOLD" a page so that they can then telephone the travel agent, be made aware of the conditions etc. and make a booking. (Its pretty clear that the entire booking process for holidays would be clumsy and time-consuming over interactive TV)
Its worth noting that Teletext Holidays is not a digital version of the full analogue teletext service found on UK terrestrial TV, nor does it feature the same content and services of the Teletext service which exists in MHEG5 on UK DTT. - the Teletext Holidays service is entirely focussed on selling holiday and flight bargains - and also offers a short destination guide to major destinations.
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to obtain a High-Resolution DVD of this and other
interactive TV applications.
UK
BT Together on Sky Digital (OpenTV) (6.3 Mb)
There are some positives and
negatives about this campaign. The traditional ad element
is full of humor but its a pity
this doesn't carry though to the iTV service.
The interactive element is fairly quick to load - but then beyond the qualifying questions e.g. "Do you have an account with BT?" the hand over from the i-Ad to the BT site on Sky Active is slow and slightly disjointed - as with the Egg campaign - a number of button presses are required to go through to a transaction - and the on-screen prompts are probably insufficiently compelling that the viewer actually does press YELLOW to go through.
Indeed even if the viewer does
press YELLOW - and then opts to subscribe to the BT
Together discount programme, the viewer has to fill in
lots of information (not easy without a keyboard) and
find their most recent BT invoice in order to fill in
their special BT customer number and complete a
transaction.
I gave up at this point - I feel many viewers may have given up earlier.
UK
Lloyds TSB on Sky Digital (OpenTV) (5.5 Mb)
This campaign for Lloyds TSB is
much simpler that the above BT campaign and rather than
taking viewers off to complete a transaction, invites the
viewer to receive an info pack.
By contrast to the BT campaign, data entry is far simpler, but still requires the viewer to enter their name - but fortunately nothing further.
More importantly, this interactive advertisement DOESN'T take the viewer away from the main video - although it is still the last advertisement in the slot.
One thing you will notice from
this video, particularly if you are not in the UK is the
length of time it takes for the Sky box to connect to the
backend, authenticate and submit this very small amount
of data. This is fairly typical - and our Sky box is one
of the faster ones on the market.
Also interesting is the final screen which tells you the call was "Processed by Sky Active." - there are a small but growing number of iTV service providers in the UK who are coming to the market with alternative and more cost-effective response processing solutions to those offered by Sky. It will be interesting to see how this market evolves over time - many agencies and brand owners in the UK who have experimented with iAdvertising find the charges for names, addresses prohibitively high.
UK
Scottish Power on Sky Digital (OpenTV) (2Mb)
This campaign was designed
specifically for the Sky platform and offers viewers a
free Sky TV-Link is they sign up for Scottish Power's Gas
and Electricity services. The TV link allows viewers to
watch Sky TV programmes from another room - hence the
long arms featured in the linear video.
On pressing red, viewers have to then press select to go though to Scottish Power's walled garden service on Sky Active - and then press YELLOW for a call back feature where they can input their telephone number and have a sales agent from Scottish Power contact them. The application also offers viewers the ability to input their annual expenditure on Gas and Electricity and work out what the savings would be if they switched to Scottish Power.
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UK
Egg Credit Card on Sky Digital (OpenTV) (2.64Mb)
In the regular Egg linear
campaign, "Daisy" goes to Russia to buy
herself a husband. (With her Egg credit card!)
The call to action invites the viewer to find out more about the card and submit contact information (name, telephone number etc) so that they can complete an application for the card over the telephone with a call centre operative on the day and time of their choice.
Unfortunately many of the requests coming from the traditional campaign may be lost as the viewer has to press red to get into the interactivity and then also press blue when the application launches to get into the registration area of the Egg:TV walled garden. The walled garden service presents so many options (multiple video streams/features etc) that it seems it would be easy for the viewer to get lost.
Scandinavia
Coke Red Interactive Advertisement on Viasat (OpenTV) (1.7Mb)
This
interactive TV advertisement ran for six weeks on the
Scandianvian Viasat platform as an extension of Coke's
Scandinavian red Collection campaign. The ad is activated
from the conventional spot leading to a DAL (dedicated
advertiser location) where viewers can accumulate extra
red Collection campaign points. Afterwards, these points
can be used to buy merchandise from the red Collection
series.
Spain
Renault Clio on Canal Satelite
Spain and ViaDigital (3.0Mb)
(OpenTV &
Mediahighway)
Video Shown - Mediahighway
Produced by TVC Multimedia
in Spain, this interactive application was activated at
the end of the TV commercial spot. The application
consists of various screens which describe the principal
characteristics of the car. In addition a simple game was
included which made it possible to participate in a draw
and win a pleasure trip.
If the
viewer wished to take part in the draw, they could enter
their own personal data using the remote control. Creativity
by Orbital (BBDO).
UK
P&G Pampers (OpenTV) (4.2 Mb)
This is a particularly innovative campaign
because it blurs the distinction between advertiser and
content provider. No mention is made of Pampers nappies
in the application - it just an extension of the brand
value of the product - but at the same time highly
effective. Interestingly the application allows viewers
to join an email mailing list.
Application Background:
Jenni Lloyd: (jlloyd@agency.com) Art Director, Interactive TV at Agency.com Comments:
This was produced by AGENCY.COM: iTV in London, in conjunction with Saatchi & Saatchi for P&G. The use of the quarter screen video (scripted, directed and produced by our in-house team) was particularly innovative. Only one video stream is available so we comped together 4 streams (each illustrating a section of content) and used a mask so that the relevant sections were accompanied by separate 'talking head' interviews with mothers and their babies. On the 'home' screen the full size video - with all four streams apparent - is shown, with the user able to select a content section from the video itself. Using the arrow keys on the remote they can move the bounding box over a video 'quarter' and a text 'rollover' will display which content section the video illustrates. Using the video in this way justifies the cost of the bandwidth required to carry video - in a way that most other Open... sites don't.
Application Background:
Carlo Rombola`: (carlo.rombola@saatchi.co.uk)
Director Strategy – Interactive TV
44/20/76365060
Ayesha Adonais: (ayesha.adonais@saatchi.co.uk)
Interactive TV Creative Producer
44/20/76365060
This interactive advert, broadcast in June 2001 on the
Sky Digital Platform is the result of a long strategic
and creative process developed by Saatchi and Saatchi for
P&G Pampers.
The Strategy was to deliver an interactive TV experience,
which would build on the success of Pampers.com, but with
a televisual and media rich execution.
A major breakthrough of the
Pampers interactive advert was to use the interactive TV
medium not to deliver a commercial message but a brand
message. The Idea is based on celebrating your baby
development and offers helpful advice to mothers,
particularly information seekers.
The subject covered were decided
based on a deep understanding of the interactive
consumer, through the use of the S&S Digital Panel
and on the Pampers consumer groups.
As well as delivering first class advice from experts and
other mothers, the advert is also leveraging on the
visual and emotional power of TV and delivers real
interactivity. The content changes depending on the baby
age which the user can select from the beginning of the
experience. This delivers a personalised experience,
which continues afterwards through the personalised
e-mail newsletter the user can opt to receive on their TV
to enjoy a relationship program with the brand, based one
useful content on baby development.
Mothers can even participate to the content by offering
feedback on the experience and by sending pictures and
videos of their babies that will then be seen on TV, a
real “premiere”.
We were also the first ad to have
a brand specific icon on the broadcast advert and to dub
a voice-over call-to-interact on the 30 seconds advert.
The Idea also makes best use of technology limitations by
delivering 4 different videos on 1 video stream through
the clever use of graphics and audio.
Consumer feedback has been
excellent with the only criticism that they want
more……
Saatchi and Saatchi is very committed to interactive TV
and to delivering first class Ideas based on consumer and
brand insights and pushing the boundaries of creativity
and interactivity.
France
Lancia on TPS (OpenTV) (3.2Mb)
This
interactive advertising campaign for Lancia was created
using IDP's RegieLine tool and supported a traditional
advertising campaign that aired on M6 & TF1. The
application allowed the viewer to browse the features and
design of the car - plus find out where their nearest
dealership was located. More importantly the
application also allowed the viewer to get in contact
with Lancia and make a request for a test drive.
Applicants were qualified based on the model they were
interested in, whether it was going to be a business or
private car and then had the opportunity to submit their
telephone number to Lancia with a time for the nearest
dealer to call. The box then immediately dialled the
backend and sent the information across.
France
Unilever Skip on TPS (OpenTV) (4Mb)
Another iAdvertising Classic, Unilever's
Skip campaign ran on TPS and offered the first 5000
respondants the opportunity to receive a free sample pack
or price reductions providing they answered qualifying
questions - the data then being captured by TPS on behalf
of Unilever. Questions included Sex, Age, Detergent
Currently Used, How Many Wash Done Weekly and How Many
People in the Household.
UK
Panasonic Icon on Sky Digital/Open... (OpenTV) (5.1Mb)
Some attractive design and
careful "qualification" of leads in this
application that ran on Sky and Open... which beyond the
DAL allowed the viewer to go ahead and purchase the
product. (A Vacuum cleaner!)
Visit the "Resources" section for an extremely revealing Powerpoint presentation on this campaign.
UK
Olivio on UK DTT (MHEG) (2.06Mb)
I've
mentioned elswhere that the MHEG standard is an absolute
"pig" to author for and offers very little
flexibility - however this service is quite brave in its
choice of colours and the design matches fairly closely
the Olivio packaging. Sadly the UK version of MHEG
doesn't support a return path (Although a Mediahighway
backchannel is used for PPV events) so viewers still have
to telephone their answers in to the questions in the
competition! The on screen teaser or "call to
action" is particularly bland and unbranded but that
is something easy to remedy.
UK
Persil Capsules on UK DTT (MHEG) (1.58Mb)
This interactive advertisment
tries to mimic the "alien" nature of the new
Persil washing powder - but perhaps struggles becuase of
the limitations of the technology in MHEG. However it
certainly goes much further than the basic functionality
of teletext and has had particular sucess judging by
telephone response rates for the competition.
France
Cofidis Loans (OpenTV) (4.02Mb)
This
Interactive Advertisment on TPS built using RegieLine
allowed the viewer to obtain an immediate quote on a loan
and sumbit some basic details to qualify their request.
With very few TPS homes equipped with a remote keyboard -
information entry was kept deliberately simple.
USA
Acuvue2 Interactive Advert (Worldgate) (1.3Mb)
See how Worldgate enable interactive
advertising sites linked to conventional broadcast in
this short video of the Acuvue campaign.
France
Renault Clio Interactive Advertisement (OpenTV)
One of the first interactive advertising
campaigns to run on TPS, The Renault Clio application
produced by IDP provides an in depth guide to the car
from a call to action in the video.
France
Buitoni Interactive Advert & Competition (OpenTV) (1.6Mb)
This
campaign aimed at children 8-12 pulled in applicants for
its "Les Aventuriers" (The Adventurers) summer
club programme. The users could apply to participate -
providing they answered certain pre-qualifying questions
correctly. Built using IDP's RegieLine tool.
France
Kangoo Interactive Advertising (OpenTV) (5.1 Mb)
An iTV classic, Kangoo was one of
the first interactive television advertisements to run on
French digital satellite operator TPS.
A call to action linked the audience from the regular ad to the microsite at the end of the advertising break.
Viewers could explore the features of the car, and use the STB's modem to request further information.
UK
Domino's Pizza on Sky (OpenTV) (2.04Mb)
Domino's Interactive Advert on Sky links
directly to the Domino's E-Commerce Shop on Open....
where the viewer can order pizza's etc.
Some 60% of Domino's e-commerce is through the Open…. service on Sky.
Currently e-commerce accounts for £250k per month, equal to 8 Domino’s stores. Already 8% of Domino’s Pizza revenue is generated from iTV,
The interactive advertising campaign led to a 27% increase in Open… orders
Since this campaign ran, Sky has added the possibility to provide branded on screen call-to-action icons instead of the generic banner featured here.
France
Audi on TPS (OpenTV) (2.6Mb)
This interactive advertisement
produced using IDP's RegieLine tool was rich in graphics
and allowed the viewer to browse the design and interior
through a series of simple animations. The DAL also
allowed the viewer to get detailed statics on the car's
performance and request a test drive.
France
Construct your Own Ford Focus (OpenTV) (3.9Mb)
This
application produced by IDP in Paris allowed the viewer
to construct their own Ford Focus - once a base model has
been chosen, viewers could select airbags, paint, stereos
and other features, calculating and "on the
road" price quote as they went through the process.
As with many applications in this genre, viewers we able
to get on contact with Ford and book a test drive or
request a brochure.
France
Toyota Varis Verso (OpenTV) (3.2Mb)
By
the time you get to this you must be thinking that there
isn't much innovation in Interactive Advertising for Cars
- and you would be right! However this campaign qualified
the leads by asking why the viewer was interested in the
car, when they expect to buy a new car and what kind of
car will it be replacing,