Persil Non-Bio has become the latest Unilever product to test the
waters of interactive TV advertising with a three-minute spot breaking
on Open this week.
The ad, from the new-media agency Modem Media, engages viewers in a
virtual quiz, with prizes including a trip to a health spa, a selection
of Elizabeth Arden products and a year’s supply of Persil Non-Bio.
Unilever is understood to have invested heavily in buying ad space on
the Open network and introduced the UK’s first interactive TV ad - for
Chicken Tonight - through the platform in March this year.
Viewers are able to access the Persil spot via an option button
displayed during conventional commercial breaks.
They are then greeted by a purple-suited host, Quentin Care, who invites
them to test their sensitive side on the Truly Sensitive Show.
In between dilemmas involving boyfriends and underwear comes a question
about viewers’ beauty regimens, with top marks awarded to those who use
a washing powder that protects their skin.
Anna Creed, Persil’s consumer activation manager, explained the decision
to use Modem, rather than the above-the-line incumbent, J. Walter
Thompson, by saying: ’Modem understands how interactive TV works and how
the limits of the medium can be pushed further.’
The ad was written by Bo Hellberg and art directed by Mark Griffiths,
who also directed the film. The production company was Caboose and media
planning and buying are by the Persil incumbent, Initiative Media.