The campaign aims to raise 'Coronation Street''s viewership through a series of ads exploring the emotions of the show.
The campaign includes standard and rich online advertising executions, featuring new takes on the iconic 'Coronation Street' sign, such as "Infatuation Street", "Devastation Street" and "Revelation Street".
The ads will also features interactive content including a voting mechanism enabling users to watch TV clips and vote for their favourite emotional moments from the show.
The ads will post real-time results in addition to "reading" the date on the users' computer and inserting the appropriate call to action, either "Tonight at 7.30" or "Tomorrow at 7.30".
Jon Sharpe, managing director of digital agency Play, said: "It's been great to have the opportunity to work on what has become a British institution. We had fun putting the campaign together and we expect it to prove very effective for ITV."
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