Magazine article Marketing

Interactive Works: BT Broadband - 'Home Hub'

Magazine article Marketing

Interactive Works: BT Broadband - 'Home Hub'

Article excerpt

I very much enjoyed two of the campaigns in this month's Interactive works table. However, I did view them in isolation from the brands' other marketing communications components, so, if I have missed certain elements, that is probably the reason.

Both BT and Tesco have used an interactive ad to make consumers aware of, and interested in, a quite different, and potentially hard to understand, new product. Both have then backed this up with explanatory demonstrations that show, in reality, how simple each is, and what the benefits are.

It is very easy to do a shallow, but flashy, DAL. In my opinion, though, to create something such as these executions, which sell a complex proposition in a simple way, is far more clever.

I also liked them because the choice of medium was appropriate. Only the internet could have equalled interactive TV in explaining how BT's hub, or Tesco's phone, work, but both products are clearly aimed at families who are not necessarily the most confident or enthusiastic web users.

More importantly, the DAL executions benefited from the TV commercial entry point to stimulate consumer interest in the relatively boring subject of telephony, and telephony-related services.

Interestingly, the BT ad is promoting a product that bundles its services. I hope that Sky, which also operates in the 'multi-play' sector, will evolve its interactive offering to give those us who work in marketing communications even more scope for creativity, as consumer and advertiser demand for it is higher than ever.

INTERACTIVE WORKS - The monthly analysis of interactive ad recall
Ads screened July
      BRAND                      CREATIVE AGENCY/INTERACTIVE
                                 AGENCY/MEDIA AGENCY                   %
1     Citroen C4                 Euro RSCG/PPC/OMD UK                 46
2     BT Broadband Home Hub      Abbott Mead Vickers BBDO/Starcom     38
3     COI - The Army             Publicis/Scarlettec/Carat            37
4     Peugeot 207                Euro RSCG/PPC/OMD UK                 34
5     Tesco Internet Phone       The Red Brick Road/Red Bee/
                                 Initiative                           31
6     Royal Mail                 Abbott Mead Vickers BBDO/Carat       30
7     Superman Returns           PHD/PPC/PHD                          26
8     National Lottery           Abbott Mead Vickers BBDO/
      Dream Number               Weapon 7/OMD UK                      24
9=    Volvo XC90                 Abbott Mead Vickers BBDO/
                                 Burrows/MindShare                    23
9=    Lexus IS 220D              Saatchi & Saatchi/Miller
                                 Bainbridge/ZenithOptimedia           23
11    Toyota Yaris               Clemmow Hornby Inge/Miller
                                 Bainbridge/ZenithOptimedia           22
12=   Computeach Intl            The Gate/Sky Interactive/
                                 MediaVest Manchester                 21
12=   Ford S-Max                 Ogilvy/Wunderman/MindShare           21
12=   Hyundai                    VCCP/Weapon 7/PHD                    21
15    Dodge Caliber              Abbott Mead Vickers BBDO/
                                 Weapon 7/BJK&E                       18

Interactive Works research was conducted from 11-15 August by
Continental/TNS Omnimas face-to-face in home computer-assisted
interviews,nationally and regionally, among approximately 2000 adults,
and 600 adults in homes with Sky Digital. … 
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