As part of a wider six-figure campaign, Persil's digital strategy will see a seven-week online drive featuring its 'Monsters & Angels' creative. Unilever's lead digital planning agency, Zentropy Partners, handled the media planning and buying, and web agency Modem Media developed the online creative.
Advertising will run on the life-style, horoscope and learning channels of 11 portals and sites such as MSN, Yahoo!and AOL.
Claire Pilcher, business activation executive for Persil, said: "These portals fit in nicely with the target consumer."
The campaign will use TangoZebra's Overlayz format, expandable banners, text links, advertorials and pop-ups. Users clicking on the ads will be directed to the Big Mummy Challenge page on Persil.com for details on how to take part.
Amanda Rohl, interactive media director at Zentropy Partners, said: "Digital is a fairly big part of this campaign, and it's a cost-effective way of targeting this audience."
Persil has also begun trialling a relationship marketing programme called 'Messing about with Persil'. Alongside direct mail, registered customers will be sent regular email updates detailing activities, offers and family outings.
"We are looking to bring more information and activities to our consumers above and beyond laundry,
explained Ounal Bailey, brand activation manager at Persil. About 100,000 registered users currently receive the email updates.
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