CAMPAIGN-I: Modem creates Persil Capsule interactive ad

Unilever kicks off an interactive TV advertising push for its

Persil Capsules brand this week.

The campaign was created by Unilever's digital agency, Modem Media, and

planned and bought by Initiative. Modem also worked with Carlton Active,

Carlton's full-service interactive TV sales and production house, to

produce the ad, which is a first for the Persil Capsules brand but the

third interactive TV promotion from Persil.

The ads will be broadcast on ONdigital, ntl and BSkyB, but the campaign

will differ slightly across the platforms. Seen on BSkyB, the ad takes

the form of an interactive chat show called T-Time, hosted by Terry


Viewers can interact with the chat show, which tackles the issue of

being addicted to washing following the guest Dylan's discovery of the

new Persil Capsules - Persil washing liquid in a small, dissolvable

see-through bag.

However, when broadcast on ONdigital, the traditional television ad for

Persil Capsules links through to a dedicated interactive area. The

Persil Capsules land on earth and invade people's washes and then vanish

without a trace. The interactive ad encourages viewers to help locate

the whereabouts of the capsules. Viewers who interact with the ad are

given a money-off voucher towards their first purchase of the


It has not yet been decided which of the two executions will run on


Jane Marshall, the chief executive of Carlton Active, said: 'By

providing interactivity behind the traditional Persil ad, Unilever gives

its audience an opportunity to get involved with the product values and

the spirit of the Persil Capsule campaign.'

Modem is Unilever's long-standing digital agency. The agency, in which

Interpublic Group has a 43 per cent stake, picked up awards for its 'The

Truly Sensitive Show' interactive television advertising campaign, also

for Persil, last year.


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