Dove and Persil Non-Bio are the latest brands to air interactive
advertisements on Sky Digital and its interactive platform Open.
The commercials follow the broadcast of Unilever’s first interactive ad
for Chicken Tonight (Media Business, 6 March).
The Persil Non Bio interactive ad went live last Friday and will be
running for three weeks on Sky Digital and Open. The Dove soap
interactive execution is scheduled to hit television screens on 26
The move coincides with reports from Unilever suggesting the fmcg giant
will concentrate its marketing spend on 400 leading brands, with special
emphasis on Persil, Dove, Magnum ice cream and Domestos because they
have all shown strong sales growth.
While watching a traditional Persil Non-Bio ad on Sky TV, viewers can
click on an icon. They are then taken into a three-minute interactive TV
spot in the form of a gameshow entitled The Truly Sensitive Show.
The show is fronted by an imaginary ’sensitive host’ called Quentin
Viewers are invited to enter a prize draw by answering three questions
and have a limited number of seconds to come up with the answers.
The Persil ad was conceived by new-media agency Modem Media. The buying
and planning was handled by Initiative Media.
Simon Jefferson, account director at Modem, said: ’The campaign was
designed to get the viewer to think about their sensitive bits and
encourage the fragmented target audience to think about their skin.’
The commercial for the Dove range was created by Ogilvy Interactive,
under account manager Anna Howard. It will be tested by Open before