CAMPAIGN-I: Ogilvy interactive Dove ad to appear on Open and Sky

OgilvyInteractive is to develop an interactive television ad for the Elida Faberge soap brand Dove, which will run on the Open and Sky Digital platforms.

OgilvyInteractive is to develop an interactive television ad for

the Elida Faberge soap brand Dove, which will run on the Open and Sky

Digital platforms.



The commercial, which was devised in conjunction with sister agency

Ogilvy & Mather, is set to launch in the next few weeks. The toiletries

brand will become the first interactive advertiser in the health and

beauty category to appear on Open.



Viewers will be able to use their remote controls to access a microsite

offering further information on Elida Faberge products. They will be

able to access competitions, beauty tips and the chance to win a cameo

role in a future Dove commercial.



Consumers who click through to the Dove site will also receive a number

of free samples.



Amita Sharma, the Dove brand manager at Unilever, said: ’While many

advertisers claim to be creating interactive communications, too often

their customers can only view and not interact. This ad will allow the

TV viewer to engage more fully with the Dove brand.’



The commercial is only the second completely interactive advertisement

to be seen across the UK.



The first, for the Van den Bergh brand Chicken Tonight, was pioneered by

O&M last November.



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