The adrenalin-pumping thrill of outbidding rivals in a TV auction is being exploited in the first advertising for bid-up.tv, the interactive auction channel.
A human heart and a heart monitor reacting to the building tension are featured in two 30-second commercials breaking this Friday to kick off a month-long launch campaign.
The initiative is the first to be produced by Immediate Sales, the M&C Saatchi through-the-line subsidiary, since it won the creative assignment on the pounds 1 million account last month. It is the first TV work by the agency since its establishment in March. Media Insight won the media account.
The two films will run across 32 Sky channels and will be supported by a radio campaign for what is claimed to be the world's first online auction channel.
Bid-up.tv allows viewers to bid for a wide variety of goods from DVD players and diamond bracelets to wine and holidays via the web or by phone.
The channel aims to exploit a market created by shopping channels such as QVC, which regularly attracts a million viewers.
'Bid-up.tv combines online shopping with the thrill of a quiz,' Michael Moszynski, the Immediate Sales chief executive, said. 'People in the UK don't like fixed prices but most are too embarrassed to haggle. This is like gambling but without the risk.'
Immediate Sales won the business after a controversial pitch that also involved Conquest, Soul and Banks Hoggins O'Shea/FCB. The result provoked Simon Frank, Conquest's creative director, to accuse the client of abusing the pitch process.
The commercials were produced by Alan Jarvie, the Immediate Sales creative director, and directed by Athletico through 400 Films.