A web site (www.carex.co.uk) will go live next week to build on the brand's TV ads created by BDH/TBWA. Developed by the ad agency's digital division, Digerati, the site will target mothers aged 25 to 44.
Eyeblaster ads will launch next week on women's portals handbag.com and iVillage UK to drive users to the site. Outrider handled media for the activity.
Using the two 'little squirts' characters that feature in the TV campaign, the site will feature interactive games, user offers and information on Carex products. Kids can play with an interactive jigsaw and print off pictures to colour in.
Carex will also offer free copies of a book called The Little Princess, featuring the squirts. Parents can submit details to win copies every month. Along with the games, the offer will help capture user data.
"The online work is integrated with the whole ad campaign," said Phil Storton, e-business director at Digerati. "There are educational elements on the site about hygiene, but it's done in a fun way."
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