Vodafone begins interactive TV push

Vodafone is to launch its first interactive TV campaign as part of a £25 million UK push to promote its new Vodafone live! product to consumers.

The campaign aims to bring the interactive services and products of Vodafone live!, which include picture messaging, games, news and ringtones, to life by providing an interactive walk-through of the products in action.

The campaign, which has been planned and bought by OMDtvi, uses an interactive version of the TV ads created by Wieden & Kennedy.

The campaign will run for a month on Sky One, Sky News, Sky Sport channels, Sky Travel, Five and 14 movie channels. It will also run on the channels that IDS, the former sales department of Flextech Television, sells across, including Bravo, UK Gold, UK Style and PlayUK.

When viewers press the red button on their TV remote, they are taken to a dedicated advertiser location (DAL), which is like a website. The DAL, created by BBC Broadcast Branding and Design, features an on-screen mobile phone that allows users to access text and video explaining the uses of different Vodafone live! services.

It is also possible to enter either a mobile phone number or e-mail address to receive free picture messaging until the end of January next year.

"It is essential we are able to show consumers how easy we make communicating using this new technology. Interactive TV is a perfect medium for the viewer to experience it before a purchase," Guy Phillipson, the head of advertising at Vodafone, said.