UK government agency COI Communications is launching its first interactive commercials next month on the Zip Television interactive advertising channel with a recruiting campaign for the Territorial Army.
The agency is urging broadcast advertising media sales houses to sign up to Zip, launched last month, but unlike its fellow Zip consortium member, Honda, the COI drew back from refusing to run iTV campaigns through any other channel.
It will also use Sky Interactive's i-ad solution, in parallel with the Zip version, to broaden the scope of the campaign across Sky, Channel 4 and Five, with a target audience aged 17 to 32. Viewers will be taken to a dedicated advertiser location (DAL), offering more information about the TA, and can request a DVD.
Channel 4 is the only media sales house to have signed a contract with Zip, which meant the reach of Honda's first ad on Zip was dramatically decreased and led to its decision not to support other channels.
Lovelacemedia | 19.08.2004