Cosmetics company Coty is to unveil its first interactive TV
advertising this week through a campaign on Sky digital for the Rimmel
brand.
Targeting 16 to 34-year-old women, the advertisements use a poster-style
creative on Sky Active, produced by BBC MediaArc, partner of BMPtvi,
which has developed the iTV strategy and development.
The ads feature supermodel Kate Moss alongside the strapline 'get it on'
to push its new Exaggerate Hydra Colour Lipstick range.
Viewers can request a sample lipstick in return for answering a question
about a competitor product, with an extra prize draw for 30 cosmetics
sets worth £30.
Rimmel is expecting to send out more than 50,000 lipsticks as part of
the campaign.
OMD UK is behind the media planning and buying for Rimmel. The
interactive ads will run across relevant channels including Sky One,
Living, Trouble and its network of movie channels, until the end of
November.
"We are using a poster site as a trial to see what comes back,"
explained Andrew Howells, managing director at BMPtvi.
"It's a new way for Rimmel to reach customers directly with its new
product," said Matthew Wigham, associate TV director at OMD UK. He added
that if the trial was successful, Rimmel would consider further work in
spring next year.
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