Unilever to launch interactive ad

Unilever will launch the first UK-wide interactive advertisement, for its Chicken Tonight brand, at the end of March.

The ad will air on Sky Digital channels on the Open network, giving it access to 2.6 million homes.

It has been created by sister agencies Ogilvy & Mather and J Walter Thompson, with media buying and planning by Initiative Media.

The ad will allow viewers to find out more about chicken-based recipes by clicking on an icon. They can then apply for a free Chicken Tonight product online and will be sent a voucher which can be redeemed in stores.

Unilever’s interactive ad follows one from its rival Procter & Gamble, which is airing on the Cable & Wireless Communications network.

The P&G campaign, for Pantene, was created by Grey Interactive TV and is confined to Manchester. Using the remote control, viewers answer questions on their lifestyle and hair type, and provide their name and address to receive a personalised haircare diagnosis and free Pantene sample.

Last week, Unilever announced it is to increase marketing spend by &£1bn and slash 1,200 of its brands in an attempt to almost triple sales growth by 2004. The company has 27 sites in the UK, employing 16,500 people.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here