| Service: |
Interactive ad (Mini-DAL) |
| Client: |
Philips Sonicare |
| Agency: |
Circle |
| Brief: |
Provide more explanation of the product |
| Solution: |
Mini-DAL offering chance to win a Philips Sonicare |
| Results: |
35,000 competition entrants |
This case study demonstrates a great way to broadcast a two-minute infomercial without buying the airtime.
To use interactive television to provide more explanation of a complicated and expensive product.
The ad offered a competition to win a Philips Sonicare. All entrants also received a free radio redemption offer.
- Competition attracted 35,000 entrants while also gathering consumer information for a database
- All entrants were sent a thank you letter and a free radio redemption offer
- Voucher redemption was about 10 times higher than average via national direct mail
- Viewers spent an average of 2.5 minutes in the Mini-DAL
- Reach research suggested that about 500,000 adults clicked through to the interactive site (IPSOS Tracker January 2004)
- Viewers who saw the interactive ad were the right target audience - more likely to be ABC1 females aged 16 to 34
"Almost half a million adults interacted with the Philips Sonicare advertisement on Sky [Source: IPSOS January 2004]. We achieved record sales figures during the campaign period with a doubling of Sonicare's value market share year-on-year. The interactive campaign created a unique opportunity to interrelate with our consumers and was one of the main contributors to these results."
Business Manager, Philips Oral Healthcare UK