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OMDtvi Gets Interactive With New Rimmel Campaign

OMDtvi Gets Interactive With New Rimmel Campaign

Interactive ad agency OMDtvi is set to launch its second campaign for make-up brand Rimmel following the success of the first campaign, which Sky claimed was the most successful in its history (see Interactive Ad Scores On Sky).

The interactive activity, for Rimmel’s new Double Act foundation, will be based on sampling to build a database of consumer information. It will be run on Sky alongside banners on Sky Active. The ads will direct viewers to interactive content where they can answer marketing questions and enter their contact details to receive a free sample of the product. Rimmel are expecting to send out around 60,000 samples during the four-week promotion.

David Allan, marketing director of Rimmel’s parent company Coty, commented: “The interactive campaign will deepen the brand experience whilst ensuring cost effective sampling. Building a database through sampling enables us to continue talking to the consumer well beyond the campaign.”

The interactive ads will incorporate the poster-style creative, which features supermodel, Kate Moss.

Toby Hack, head of OMDtvi commented: “Interactive TV delivers the right reach and target audience for Rimmel. The campaign will collect competitive information, including detailed contact information. This will then be compared with national databases to give us a bigger picture of the effect of the campaign.”

Later this week Billetts will publish a paper on advertising and interactive television. The paper has been written by Hack, who added: “iTV has already proven itself suitable for certain brands and advertisers. But in the future, the most interactive television experienced will feel like the best inactive TV experiences of the present. Where interaction simply enhances the content in a seamless way – a great idea, is a great idea, even on iTV.”

OMDtvi www.omdtvi.com

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