CAMPAIGN-I: Pampers unveils first interactive campaign

Procter & Gamble is unveiling the first interactive TV advertising

campaign for its Pampers range, due to launch on Sky Digital this

week.



According to P&G the digital marketing initiative is a branding exercise

rather than a direct-selling campaign. However, a spokeswoman hinted

that the marketing launch was experimental and that P&G is considering

introducing a selling function to such ads in the future.



The digital TV ad was created by Saatchi Vision, Saatchi & Saatchi's

digital division. The campaign launches this week and will run for the

next four weeks until 28 May. Media was planned and bought by Starcom

Motive.



The campaign consists of a 30-second TV spot with a customised

interactive function that will link users to a site on Sky's Open

platform. The site will supply additional information and expert opinion

on babies and childcare. Banners and buttons will also appear on the

Open platform to generate interest in the site.



Carlo Rombola, the head of interactive TV at Saatchi Vision, said: 'The

ad offers personally tailored content, a newsletter subscription option

as well as the chance to submit feedback. Mums can submit video footage

of their babies, which we will then put up on the interactive TV

site.'



Robert Leach, the interactive advertising controller at BSkyB, said:

'The ad will allow viewers to click-through to the DAL (dedicated

advertiser location) for Pampers on Open. P&G is trying to build a sense

of community among mothers via the information on Open. It's not about

pushing products, it's more about information, community and child

development.'



P&G is one of the largest advertisers using digital television as a

marketing medium. Sky Digital has already broadcast three other

advertising campaigns for the company. Last summer it ran campaigns for

Charmin, which included a discount voucher, and Olay, which allowed

viewers to order a sample via their televisions. An interactive ad

campaign for Ariel ran on the Sky Digital platform last month.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).