Go, the low-cost airline owned by British Airways, is launching its first interactive TV ad next month. The ad has been created by HHCL & Partners and Aviator Productions and will run on Kingston, YesTV, Future TV and Home Choice in March.
The 60-second commercial will feature three different soundtracks and viewers can choose which music they wish to run alongside the visual by pressing buttons on their remote controls. Viewers will be able to interact with the ad, which is in the broadcast stream, and won't be dragged away from the programming to a branded microsite.
The ad is the first interactive TV marketing initiative from Go. It is also the first project to emerge from the joint venture between HHCL and Aviator Productions, formerly Cylo (Campaign-i, page 12).
Richard Spalding, the head of interactive TV at HHCL, said: 'The ad is being carried on smaller digital broadcasters because it is the first initiative by Go and, therefore, quite experimental.'
The main aim of the ad is to see if and how people will interact with it.
Rachel Emms, the account director on Go, added: 'We wanted to see how people would respond to interactive technology when its role is to engage and entertain.'
David Magliano, the sales and marketing director of Go, said: 'We are committed to digital interactive TV as a marketing channel. We are extending this by experimenting with interactive TV ads.'