OgilvyInteractive is to develop an interactive television ad for
the Elida Faberge soap brand Dove, which will run on the Open and Sky
The commercial, which was devised in conjunction with sister agency
Ogilvy & Mather, is set to launch in the next few weeks. The toiletries
brand will become the first interactive advertiser in the health and
beauty category to appear on Open.
Viewers will be able to use their remote controls to access a microsite
offering further information on Elida Faberge products. They will be
able to access competitions, beauty tips and the chance to win a cameo
role in a future Dove commercial.
Consumers who click through to the Dove site will also receive a number
of free samples.
Amita Sharma, the Dove brand manager at Unilever, said: ’While many
advertisers claim to be creating interactive communications, too often
their customers can only view and not interact. This ad will allow the
TV viewer to engage more fully with the Dove brand.’
The commercial is only the second completely interactive advertisement
to be seen across the UK.
The first, for the Van den Bergh brand Chicken Tonight, was pioneered by
O&M last November.