Unilever is to launch the UK’s first national interactive ad with a
campaign for its Chicken Tonight sauce brand breaking at the end of this
month on Open, the interactive TV service.
The pilot ad will allow viewers to access a pop-up menu of options. They
will then be able to go to the ’Creative Kitchen’ which shows how to use
the company’s products when cooking.
Viewers will then be able to apply for a Chicken Tonight voucher which
can be redeemed in shops.
The campaign was created by J. Walter Thompson, the agency of record for
Chicken Tonight. The interactive element was devised by Ogilvy &
Media was planned and bought by Initiative Media and spots will appear
on Sky Premier 2 and other Sky Digital channels at the end of March.
Technical tests will take place from next week on smaller channels.
Ian Kenny, Ogilvy & Mather’s account director on the Unilever
interactive ad, said: ’Through this ad, we can measure how many people
reacted to it. This is the first generation of interactivity and the
start of bigger and better things.’
Nick Bryant, the sales director of Open, added: ’This is the answer to
all advertisers’ prayers, making advertising directly accountable.’
As with any new medium, the opportunities for advertisers will become
greater once the interactive system has been tested.
Bryant said: ’We are starting off small and simple to get across the
message.’ He added that, in time, consumers would be able to pick up
coupons for specific products and drop them into a retailer’s virtual