- key broadcasters now signed up with emuse absolutely for advertisers to run cross-platform interactive campaigns
12th December 2006: The consumer desire to interact with television advertising has proved to be a huge benefit to a recent interactive campaign across ITV by Douwe Egberts to launch the Café Switch brand.
Following a deal signed earlier this year with ITV, key broadcasters including Channel 4, five, Sky, S4C and ids are now signed up to the emuse absolutely cross-platform interactive service, enabling advertisers to run interactive campaigns simultaneously across digital terrestrial television (DTT), digital satellite (DSat), mobile and online through one supplier.
Douwe Egberts, the first 28 day cross-platform campaign to run with emuse absolutely, used interactivity as a key part of its marketing campaign to launch the innovative frothy coffee drink. Over 50,000 responded to the ad of which an impressive 35% were DTT related. Viewers pressing the red button engaged with the new brand by viewing a video 'mockumentary', entering a competition, accessing further product information and requesting free samples.
The campaign ran this Autumn as a 30` second execution across ITV1, ITV2 and ITV3 and on three platforms simultaneously - Digital Satellite, Freeview and Mobile.
Grant Rosewarne, MD at Douwe Egberts, said, `We wanted to advertise Douwe Egberts Café Switch in a way that engaged with consumers and invited them to experience and try the brand. Douwe Egberts Café Switch® is like no other coffee drink, squeezing the pods with your thumbs is fun and in a few seconds gives you a frothy, delicious hot or cold coffee drink.`
`This was a hugely successful integrated campaign.` says Peter Manten, newly appointed Head of Interactive Sales at ITV. `We can now truly link TV advertising and content for the consumer on multiple platforms to deliver a deeper brand dialogue and a greater propensity to purchase.`
Strawberry Frog developed the creative idea for the Café Switch launch campaign and the TV commercials. ITV and Douwe Egberts worked with emuse absolutely to deliver red button interactivity on DSat and DTT. The mobile WAP interactivity was created in conjunction with Mobile Interactive Group.
Currently 8.4 million homes on Sky and 6.8 million Freeview homes can interact with ads. ITV has run interactive advertising campaigns and sponsorships for over 200 advertisers since launching on the DSat platform in November 2003. Recent examples include The X Factor with Nokia, Champions League with Heineken, I'm A Celebrity, Get Me Out Of Here! with First Choice, Who Wants To Be A Millionaire with NQ and ITV2 Movies with Cobra.
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