OMDtvi Rimmel Campaign Delivers 27% Response Rate
Interactive television group, OMDtvi, has revealed its second ad campaign for Rimmel make-up saw a 27% improvement in the cost per response from the previous campaign.
The campaign, which was launched in October last year, promoted Double Act foundation by offering free samples through an interactive ad. It followed Rimmel’s record breaking ad for Exagerrate Hydra Colour Lipstick, which attracted the highest ever response rate for an interactive TV campaign (see Interactive Ad Scores On Sky).
The second campaign has been even more successful. David Allan, head of marketing at Coty, commented: “This campaign was incredibly cost efficient for Rimmel and clearly outperformed the last. The cost per sample acquisition was £1.87, less than any other sampling mechanism previously used by Rimmel.”
According to OMDtvi, the interaction with the brand provided by the interactive ad also brought Rimmel additional brand benefits. Outside of watching the above the line adverts, viewers that went to the dedicated advertiser location spent a total of 1,719 hours with the brand.
63% of respondents opted for further information from Rimmel, translating into over 38,000 respondents that are now available for further marketing activity. Of these, over two-thirds chose to enter their mobile number, delivering great potential for future SMS marketing campaigns.
Toby Hack, head of interactive TV at OMDtvi, commented: “Interactive advertising is not all bells and whistles, we’ve demonstrated that it’s strong media strategy and planning that pushes iTV forward as a serious contender in the marketing mix.”
Carat and Sky recently launched a major research project designed to give advertisers greater insight into interactive television audiences (see Carat And Sky Launch Research Into Interactive Ads).
In another response to the rapid growth of the industry, the Direct Marketing Association (DMA) has launched a dedicated Interactive TV Council to provide best practice guidelines (see DMA Launches Interactive TV Council).
OMDtvi: 0207 258 4234 www.omdtvi.com
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