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."