Unilever is to launch the UK's first national interactive ad with a campaign for its Chicken Tonight sauce brand breaking at the end of this month on Open, the interactive TV service.
The pilot ad will allow viewers to click on icons to access a pop-up menu of options. Viewers will then be able to go to the "Creative Kitchen", a Unilever service featured on Open that shows viewers how to use Unilever's products in their cooking. Viewers will then be able to apply for a voucher for Chicken Tonight to be redeemed in shops.
The campaign was created by J. Walter Thompson, agency of record for Chicken Tonight, but the interactive element was devised and added by Ogilvy & Mather. Media was bought by Initiative Media and spots will appear on Sky Premier 2 and other Sky Digital channels at the end of March. Technical tests will take place next week on smaller channels.
Ian Kenny, Ogilvy & Mather's account director on Unilever's interactive ad, said: "Through this ad we can measure how many people have clicked on to and reacted to the ad. This is the first generation of interactivity and the start of bigger and better things on more products ."
Nick Bryant, sales director of Open, added: "This is the answer to all advertisers' prayers making advertising directly accountable."