Users click through to a mini-DAL (dedicated advertiser location) from interactive ads and banners on the top-level menu and games section, where they will find New Year special offers on a range of Peugeot vehicles.
The mini-DAL has a static page with images of the 206 Fever and Coupe Cabriolet Allure, plus the 307 Envy and SW Envy special edition. These are accompanied by specification highlights and the latest price offers. Users can also input their details to request a brochure or a test drive. The campaign is planned to run for a period of eight weeks.
Creative was developed and designed by BBC Broadcast. OMDtvi was responsible for iTV strategy and development.
"Given the success of our first iTV campaign in July last year, the logical next step is to build on the lessons learned. We are committed to expanding our iTV activity," said Dean Drew, advertising director at Peugeot.
Toby Hack, head of interactive TV at OMDtvi, commented: "The campaign is a simple execution designed to sell more cars. It is a tactical campaign to both lift sales and support the 'special offer' period."
According to Hack, a promotion that works across two car models is unusual: "Normally, you would do one campaign per brand. However, results of our previous interactive campaign showed that we can promote more than one model where the markets are quite similar.
"What makes this campaign so different from many is the scale of the coverage - interactivity is included on every ad across two models: the Peugeot 206 and 307," he added.
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