Unilever kicks off an interactive TV advertising push for its
Persil Capsules brand this week.
The campaign was created by Unilever's digital agency, Modem Media, and
planned and bought by Initiative. Modem also worked with Carlton Active,
Carlton's full-service interactive TV sales and production house, to
produce the ad, which is a first for the Persil Capsules brand but the
third interactive TV promotion from Persil.
The ads will be broadcast on ONdigital, ntl and BSkyB, but the campaign
will differ slightly across the platforms. Seen on BSkyB, the ad takes
the form of an interactive chat show called T-Time, hosted by Terry
Viewers can interact with the chat show, which tackles the issue of
being addicted to washing following the guest Dylan's discovery of the
new Persil Capsules - Persil washing liquid in a small, dissolvable
However, when broadcast on ONdigital, the traditional television ad for
Persil Capsules links through to a dedicated interactive area. The
Persil Capsules land on earth and invade people's washes and then vanish
without a trace. The interactive ad encourages viewers to help locate
the whereabouts of the capsules. Viewers who interact with the ad are
given a money-off voucher towards their first purchase of the
It has not yet been decided which of the two executions will run on
Jane Marshall, the chief executive of Carlton Active, said: 'By
providing interactivity behind the traditional Persil ad, Unilever gives
its audience an opportunity to get involved with the product values and
the spirit of the Persil Capsule campaign.'
Modem is Unilever's long-standing digital agency. The agency, in which
Interpublic Group has a 43 per cent stake, picked up awards for its 'The
Truly Sensitive Show' interactive television advertising campaign, also
for Persil, last year.