Zip
Television challenges viewers to take Veet’s ‘Ouch factor’
test
Released on
= May 11, 2005, 8:00 am
Press Release
Author = Zip Television
Industry = Advertising
Press Release
Summary = Zip TV’s latest Veet interactive ad campaign combines
key brand extension with unique measurability
Press Release
Body =
Today, Zip Television (Zip TV) announces the launch of its latest
interactive TV
campaign for Reckitt Benckiser’s Veet Wax Strips. The light-hearted
advert extends the key brand message from a 30 second spot to several
minutes at the touch of the red button: reinforcing its linear ad
campaign. The third Zip TV campaign from this leading FMCG will
be aired on Channel 4, Channel 5, IDS and Sky. Zip TV’s ‘i-count’
tool will provide powerful brand measurements, while the ‘smart
email’ function will
increase the percentage of e-mail capture.
Veet’s
Brand Manager, Charlotte Hey is excited by the interactivity and
extended branding that Zip TV brings to the campaign, saying: “The
aim of the Veet Virgins
campaign is to reinforce the key messages from the broadcast campaign.
Extending the brand message from 30 seconds to several minutes,
coupled with Zip TV’s measurement tools will create a greater
brand impact and increased accountability.”
The ‘Are
you still a Wax Virgin Campaign?’ challenges the consumer
who has never waxed before, to try the product. It is created to
tackle the barriers to waxing by changing preconceptions that waxing
is a painful, messy process. It is, in fact, quick, easy and not
as painful as people think. The advert entices the viewer to press
the red button by asking the question: ‘Are you still a Wax
Virgin? Press red to enter the Veet quiz and you could try it for
free.’
The quiz adds
an element of fun and interactivity to the campaign and asks such
questions as: ‘Have you ever walked barefoot over hot sand?’
to see if they are tough enough to lose their wax virginity. Viewers
are encouraged to leave their details with the offer of a free wax
strip.
Guy Abbott,
Business Development Director at Zip TV, explains the benefits of
the i-count measurement tool: “I-count enables advertisers
to accurately measure the total number of viewers who press the
red button rather than focus on response data,
which is limited to those viewers who provide personal details.”
The combination
of the i-count data with the total impacts delivered by channel,
daypart and programme provides Reckitt Benckiser with a valuable
insight into the effectiveness of its total TV spend.
Zip TV’s
smart email function will make it easier for users to leave their
details with a pre-fill function: increasing the percentage of e-mail
capture and the cost of fulfilment for advertisers.
It is believed
that Zip TV’s latest features will have a positive long-term
affect on media plans of the future, as advertisers and agencies
strive for greater
efficiency and measurability.
…Ends/
Editors notes
About Zip Television
Zip Television is a specialist independent interactive television
company.
The company’s
aim is to help shape the future of interactive television by developing
new products and services that benefit its clients and support the
growth of this new industry.
Zip TV has a
detailed working knowledge of the iTV landscape in the UK working
closely with the major broadcasters and digital platforms. The team’s
skills are founded on years of interactive media and creative experience
combined with data planning and analysis.
The Zip TV channel
is an initiative based on a consortium of advertisers representing
40% of the top 50 TV advertisers. The consortium is taking an active
role in the development of this industry as well as share insight
and learning to exploit the brand opportunities that this new medium
provides.
The Zip TV Channel
is the first alternative interactive TV advertising channel. It
is available to consortium members and non members who want to use
interactive TV backed by research and develop learning based on
their activity.
Members include,
Orange, BT, Gillette, the COI, Unilever, Masterfoods, Camelot, Honda,
Reckitt Benckiser and Woolworths.
www.ziptelevision.com
For further
information, please contact:
Katy Howell
immediate future Ltd
0845 408 2031
pressoffice@immediatefuture.co.uk
Web Site = http://www.immediatefuture.co.uk
Contact Details
= 0845 408 2031
pressoffice@immediatefuture.co.uk
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