Cable & Wireless Communications (CWC) has teamed up with Procter & Gamble (P&G), one of the world’s largest advertisers, to explore the marketing potential of interactive television. P&G is to trial interactive ads which may include use of TV internet and email, as well as the ability for the audience to respond to the ads themselves.
The trials, which are being developed by Grey Interactive TV, will take place in Manchester, where CWC began rolling out its digital TV service in July 1999 (see Cable & Wireless Communications Rolls Out Digital TV Offerings). There are currently around 70,000 homes connected to the service in the North West area.
Commenting on the project, Janet Somerville, marketing director for CWC, said: “With the advent of digital interactivity, brands can now build a relationship with consumers on a twenty four hours a day, seven days a week basis. We are delighted to work with Procter & Gamble in uncovering the full potential of all our new on screen marketing opportunities.”
One of the first ads to be trialed will promote the Pantene hair care range and will make individual hair ‘diagnoses’ based on a brief questionnaire. Viewers can also order a personalised Pantene sample via their remote controls.
Cable & Wireless Communications: 020 7674 5440
Media Jobs
Hello. We have downloaded cookies on your device. Some of these cookies are essential for the website to function. Others are non-essential and are used for analytics and advertising.
We need your consent for these types of cookies.
To withdraw your consent or change your cookie choices, please do this through your browser settings.
Otherwise, click OK to accept and continue.
