Magazine article Marketing

P&G Debuts Interactive Ad Campaign on Open

Magazine article Marketing

P&G Debuts Interactive Ad Campaign on Open

Article excerpt

Procter & Gamble is to launch an interactive advertising campaign on Open, in a new push behind Charmin toilet tissue and Olay cosmetics.

The campaign marks P&G's debut on the Open platform. The consumer products giant has already trialled interactive ads on rival Cable & Wireless' digital cable platform for its Pantene hair care brand, and has also taken part in Carlton Active trials on ON digital with its Max Factor brand.

P&G follows in the footsteps of arch-rival Unilever, which became Open's first interactive advertiser in March this year with an ad for Chicken Tonight, and has since run further ads for its Persil and Dove brands.

The P&G campaign, which kicked off on July 3, is aimed at attracting consumers via games, free samples and product information. The Charmin campaign features two games and the opportunity to request a voucher redeemable against a free roll of Charmin. For the Olay brand, the interactive ad offers consumers an insight into the seven signs of ageing. …

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