Persil and Dove run interactive ads

Dove and Persil Non-Bio are the latest brands to air interactive advertisements on Sky Digital and its interactive platform Open.

Dove and Persil Non-Bio are the latest brands to air interactive

advertisements on Sky Digital and its interactive platform Open.



The commercials follow the broadcast of Unilever’s first interactive ad

for Chicken Tonight (Media Business, 6 March).



The Persil Non Bio interactive ad went live last Friday and will be

running for three weeks on Sky Digital and Open. The Dove soap

interactive execution is scheduled to hit television screens on 26

May.



The move coincides with reports from Unilever suggesting the fmcg giant

will concentrate its marketing spend on 400 leading brands, with special

emphasis on Persil, Dove, Magnum ice cream and Domestos because they

have all shown strong sales growth.



While watching a traditional Persil Non-Bio ad on Sky TV, viewers can

click on an icon. They are then taken into a three-minute interactive TV

spot in the form of a gameshow entitled The Truly Sensitive Show.



The show is fronted by an imaginary ’sensitive host’ called Quentin

Care.



Viewers are invited to enter a prize draw by answering three questions

and have a limited number of seconds to come up with the answers.



The Persil ad was conceived by new-media agency Modem Media. The buying

and planning was handled by Initiative Media.



Simon Jefferson, account director at Modem, said: ’The campaign was

designed to get the viewer to think about their sensitive bits and

encourage the fragmented target audience to think about their skin.’



The commercial for the Dove range was created by Ogilvy Interactive,

under account manager Anna Howard. It will be tested by Open before

going live.



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