Users link through to a mini DAL (dedicated advertiser location) from interactive ads and banners on the top-level menu and in the games section. The mini DAL promotes the new year's special offers on a range of Peugeot vehicles.
The Mini DAL shows a static page with pictures of the Peugeot 206 Fever and Coupe Cabriolet Allure, and the Peugeot 307 Envy and SW Envy special edition. Each picture is accompanied with specification highlights and the latest price offer. Viewers can then click to enter details for a brochure or a test drive. The campaign is currently planned to run for a total of eight weeks.
Creative has been developed and designed by BBC Broadcast. OMDtvi is responsible for the iTV strategy and development.
Dean Drew, advertising director at Peugeot, said: "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."
Toby Hack, head of interactive TV at OMDtvi, said: "This campaign is a simple execution that is designed to sell more cars. It is a tactical campaign to lift sales and support the special-offer period."
According to Hack, a campaign that works across two different car models is quite unusual. He said: "Normally, you would do one campaign per brand. However results from our previous interactive campaign showed that we are able to promote more than one car model where the markets are quite similar.
"What makes this campaign so different from many others is the scale of the coverage -- interactivity is included on every advertisement across two car models, both the Peugeot 206 and 307."
Peugeot's first iTV campaign ran in July last year.
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