Carat clients begin interactive ad push using Carlton Active

Four of Carat's clients are launching interactive TV campaigns

created by the interactive TV production house, Carlton Active.

Asda, the Post Office, Alberto Culver and Nivea will all launch

interactive campaigns over the next month.

The deal for the interactive push was negotiated by the Carat

Interactive TV director, Keith Rattray, and the Carlton Active

commercial director, Peter Birch.

Interactive ads for Asda, the Post Office and Alberto Culver will air on

ITV1 this month, while the Nivea campaign kicks off in December.

Alberto Culver will use interactive ads for the first time, to support

its expansion into the UK skincare market. Ads focus on a new St Ives

Apricot Facial Scrub and viewers with access to the interactive element

will be presented with a menu of information, providing details of other


Richard Hendry, the customer marketing manager at Alberto Culver, said:

"This is a significant first step for us into the interactive TV arena

and is proving to be a valuable educational process. This medium enables

us to deliver a detailed press-style message to viewers on the back of a

highly impactful TV ad."

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