The retailer is playing on its roots as a devotee of in-store demonstration by building an online community for its target audience of 30 to 50-year-old women, where they can find out about Kenwood products.
Kenwoodworld.com, which will have an e-shopping facility by Christmas, will be pushed in a series of banners using 3D product shots from October.
The campaign, by Pod1, will be boosted by a second wave of interactive ads later in the year. "They'll make you touch the screen and try to grab it," said agency director Farid Shuman.
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