Unilever’s Persil brand is claiming two firsts this week, with the launch of a “groundbreaking” interactive TV (iTV) campaign to support its equally new liquid capsules.
According to Modem Media, the agency behind the campaign, this is the first time any iTV ad has spanned all three UK platforms – Open, NTL and ONdigital (soon to be renamed ITV Digital). The campaign will also be the UK’s first iTV chat show.
The capsules represent a significant product launch for Persil, which is initially targeting cash-rich, time-poor consumers who were unimpressed by Persil Tablets.
Persil’s marketers want to give these shoppers – whom it sees as trendsetters and early-adopters, happy to pay extra for convenience – an in-depth introduction to the capsules. The aim is to present the capsules as stylish, and less messy than other forms of detergent.
Modem Media has planned a six-week iTV campaign, offering users the opportunity to win a money-off voucher and enter a prize draw.
Persil senior brand activation manager Anna Creed says: “Persil Capsules are an innovative way for liquid users to wash their clothes, hassle-free. So it is fitting that this space-age format should use the latest communication technology to let people interact directly with the brand.”
Modem Media account manager Clare Hunt says: “We really wanted to push the boundaries of all platforms with this work. Feedback so far has been very positive.”
Media planning and buying was by Initiative Media, London.