Procter & Gamble unveils interactive ad aimed at male digital viewers

by Julia Pearlman, Brand Republic 18-Mar-05, 08:00

LONDON - Procter & Gamble is launching a new interactive television campaign aimed at male Sky Digital viewers for the introduction of the new Flash Car Wash all-in-one cleaning system.

The ad, which will run for approximately two months, was created by Ape TV and built by Sky Interactive.

The ad includes exclusive footage from WRC car rallying, product demonstrations and prizes. The P&G ad is launched from the interactive banner "Seeing is believing", which appears as part of the TV commercial.

When viewers press red, the site exposes users to several different experiences; a demonstration of how the product works, a competition to send a winner and friend to a World Rally Championship event including VIP helicopter trip, and runner-up prizes of 50 Flash Car Wash starter kits.

Emma Jenkins, P&G's head of interactive marketing, said: "P&G always seeks to add value to consumers through its brands. Interactive television provides consumers with a deeper and more enriching experience during which time they can interact with the brand for several minutes."

Sky will also encourage viewers to visit the Flash interactive site with a promotion on the front page of its interactive TV portal, Sky Active. Viewers will then be able to see video footage from the Flash ad and link straight to the Flash site from the Sky Active front page.

The agency behind the work said it wanted the ad to reflect the easy to use nature of the brand.

Richard Chong, creative development director at Ape TV, said: "We created bespoke video, commissioned a piece of music and voice over that was just as emotive and exciting as it was informative."

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