Zip
Television goes Crazy Sensible for Honda campaign
Released on
= June 3, 2005, 2:35 am
Press Release
Author = Zip Television
Industry = Advertising
Press Release
Summary = Zip TV’s latest Honda interactive ad campaign combines
brand extension and increased data capture with mobile content
Press Release
Body = Today, Zip Television unveils its Honda Crazy Sensible interactive
ad campaign, which will be aired on Sky, Channel 4, Channel 5 and
IDS channels. The objective of the campaign is to encourage consumers
to participate in, and have fun with, Honda’s advertising.
Viewers are urged to e-mail in their Crazy Sensible stories and
see them appear in the advert. Zip TV has improved accountability
via requesting important vehicle ownership and reintention information,
a ‘smart email’ function
and postcode-driven dealer locator; all providing powerful data
capture tools.
Honda’s
Marketing Communications Manager, Matthew Coombe, says: “Working
with Zip Television enables potential Honda customers to interact
with the brand for a much longer period of time than they would
have with a linear ad campaign. As a result, they can have some
fun with the interactive content, and importantly, the Honda
brand!”
The campaign,
uniquely developed by Zip TV, extends the Honda brand experience
from 60 seconds to one that lasts for several minutes through interactive
creative that
engenders a sense of fun and desire.
John Dalziel,
Head of Client Services for Zip Television, adds: “In the
‘send us your stories’ section consumers can see the
Crazy Sensible stories that have been e-mailed in or send in their
own tales. A great example is running 26 miles wearing
a chicken suit, which sounds like a crazy idea, but when it’s
running a marathon for a cancer charity then this becomes a sensible
one.”
Dalziel goes
on to say: “In the past, capturing extended automotive data
in iTV has been slow and difficult, but Zip TV’s simple ownership
and reintention questions, smart e-mail function and dealer locator
changes that dramatically.”
The additional
ownership and reintention questions enable Honda to find out whether
a company purchase is public or private, when they are thinking
of changing their car and what type of car they will replace it
with. The smart e-mail function, which is unique to Zip TV, is a
first for Honda and unique to automotive advertising, provides an
increasingly user-focused way of collecting e-mail addresses by
using a
predictive fill function.
This has proven
highly successful in previous Zip campaigns with upwards of 40%
of those who pressed the red button using the ‘smart email’
function to complete their details. Finally, the dealer locator
function uses the postcode data, which has just been captured, to
pinpoint the address of the nearest Honda dealership and passes
this information on to the viewer in the connection screen.
As a way of
increasing brand interaction Zip TV has, for the first time, incorporated
mobile content into its campaign making ring tones and wallpaper
available to consumers. This is further evidence of how the company
is looking to
push the boundaries and explore more converged markets. It is believed
that Zip TV’s latest interactive content and innovative data
capture tools will have a positive long-term affect on advertisers
and agencies, as they look for greater efficiency and measurability
from their campaigns.
…ends/
Editors notes
About Zip Television
Zip Television specialises in the creation and measurement of new
TV advertising models in a changing digital and interactive TV landscape.
The company
is shaping the future of television by developing new products and
services that benefit its clients and support the growth of the
industry.
Zip has a detailed
working knowledge of the digital and iTV landscape in the UK, forming
partnerships 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.
Zip’s
client base represents 40% of the TV advertising spend of the top
50 UK advertisers and includes: Honda, Orange, Unilever, Reckitt
Benckiser, BT, Gillette, Masterfoods, Daimler, Chrysler and UIP.
These advertisers are taking an active role in the evolution of
the TV advertising industry, sharing insight and learning to exploit
the brand opportunities that digital and interactive TV provides.
www.ziptelevision.com
Contact:
Katy Howell
immediate future.
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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