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Reckitt Benckiser, the world's largest maker of household cleaning

products, has launched its first interactive television activity with a

campaign to promote its Finish dishwasher cleaning product.

The campaign is running on Sky Active for four weeks and will form a

test bed for the company's future iTV efforts. Reckitt has joined forces

with white-goods manufacturer Whirlpool to co-fund the campaign.

Customers are offered three different enticements to interact with the

campaign. They can enter a competition to win a Whirlpool dishwasher,

register for free samples of Finish's new mint dishwasher freshener or

order money-off coupons for Finish Powerball 3 in 1 dishwasher

tablets.

All viewers will be invited to enter the competition, while those that

state that they own a dishwasher will have the opportunity to register

for the coupons and samples.

"The campaign has been developed to discover what promotional mechanic

works best and apply the learnings to their other brands," said Andrew

Howells, managing director of BMPTVi, which developed the campaign.

Reckitt's other household cleaning brands include Dettol, Vanish, Haze

and Mr Sheen, and its pharmaceutical brands include Lemsip, Disprin and

Bonjela. BMPTVi has also created ads on Sky Active that take viewers

straight to the campaign's dedicated advertiser location.

The campaign is running in conjunction with television advertising

created by Roose & Partners, with media planned and bought by OMD

UK.

According to Reckitt, one-third of Sky households own a dishwasher

compared with around a quarter nationally.

Finish is the UK's biggest selling dishwasher cleaning brand.

Its main competitors are Lever Faberge's Sun brand and Procter &

Gamble's Fairy dishwasher range, as well as own-label products.