Kellogg’s and J. Walter Thompson are taking part in the largest European
test of interactive advertising in an eight-week trial with the London
cable company, Videotron.
The test, which will involve around 100,000 Videotron customers, marks a
fresh departure for interactive advertising because the Kellogg’s
Frosties ad will be fully integrated into Videotron’s existing
interactive programming. It was previously accessed only on demand.
Kellogg’s chose Frosties to test the strength of the brand’s
relationship with children and teenagers - the core target audience for
It uses some existing footage, principally the Frosties surfing imagery,
and is based on the idea of learning to surf with Tony the Tiger.
Viewers are first asked if they want to ‘be grrreat’, and then whether
they want to surf the Internet. The surfer inevitably falls off and the
viewer is offered three new choices: to take a rest, take a surfing
lesson or just do it.
As the ad progresses, the viewer is asked questions such as whether they
want to try a breaker, a roller or a rumba wave.
Maureen Duffy, the strategic communications director on the Kellogg’s
account at JWT, commented: ‘We don’t know what is going to happen in
the future, but we want to get to know what this technology can do and
how it works.’
She added: ‘We were nervous about getting involved to begin with because
we did not know how people would react to this kind of ad. From what we
can see, kids seem to love it.’
The ad combines four 90-second commercials. In all, an hour’s footage of
Tony the Tiger was recorded.
The ad was written by Charity Charity and art directed by Chris Pay. ‘It
is entertainment and not simply information, so you have to develop
hundreds of new ideas,’ Charity said.
The film ends with Tony and the surfers celebrating the beginner’s
successful conquest of the waves with a bowl of Frosties.