CAMPAIGN.I: Virginstudent.com. and BMP DDB unveil webcast for students

BMP DDB has teamed up with Virginstudent.com and the internet broadcasting company LemonTV.com to launch an interactive webcast commercial for students.

BMP DDB has teamed up with Virginstudent.com and the internet broadcasting company LemonTV.com to launch an interactive webcast commercial for students.

The ad uses 'hot-spot' video technology, which allows viewers to interact with items on a website.

The viewer is encouraged to click on moving elements within the commercial to get information, view sites and sign up to virginstudent.com.

'Video hot-spotting is designed to encourage viewers to delve in and spend time watching your ad because the experience rewards them,' Alison Curry, a producer at LemonTV.com, said.

'Through video hot-spotting, we're looking at ways of redefining how advertising will work in the future.'

The spot shows a mouse running around typical student accommodation which includes curry takeaways, club flyers, and the obligatory pile of beer cans on the floor. As it passes the different items, it transforms into a computer mouse icon, with different captions to click on, such as 'takeaways'.

The relevant icon offers the user an opportunity to click through to a pop-up web page complete with details of the information requested.

The ad ends when the mouse climbs on to a sleeping student's T-shirt, which displays the logo for the virginstudent local guide.

A click on the logo will enable the browser to register on the virginstudent.com registration page.

A 'personal assistant' will be launched on the virginstudent website later this month in a bid to help students get their affairs in order.

The campaign was written by Clive Pickering and art directed by Neil Dawson at BMP DDB. It was produced by LemonTV.com.



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