Cadbury ad proves draw via Sky iTV service

by Jennifer Whitehead, Marketing 04-Dec-07, 08:45

LONDON - More than 53,000 households have used the red button on their TV remote control to view a longer version of Cadbury's 'Gorilla' ad.

The company is one of the advertisers using Sky's Video Advertiser Location (VAL) service on its expanded interactive TV platform. Its ad, created by Fallon, features a primate playing the drums to the Phil Collins track In The Air Tonight.

Sky has been introducing interactive TV formats with the aim of improving the effectiveness of traditional, 30-second TV ads.

As well as the success of the Cadbury execution over a two-week period, a campaign promoting the DVD boxset of animated US series Family Guy resulted in an average interaction time of nearly six minutes. Data has also revealed that no one clicking through to the VAL service left during the first 30 seconds of the ad, which featured unseen footage from the series.

Sky also plans to launch a service for Sky+ subscribers that allows them to download ads via the green button on their remote control.