The campaign, for car manufacturer Honda, will feature an eight-minute video, available when viewers press their red button, that users can navigate independently.
It will sit behind ads for Honda brands Jazz and Civic and feature a specially shot 'behind-the-scenes' video of Honda at the MotorShow at the NEC Birmingham in May. Divided into chapters, it includes a 'fly-on-the-wall' view of Honda's stand and an interview with BAR Honda driver Jensen Button.
The campaign rewards the viewer for time spent on the interactive content with an opportunity to claim an exclusive 'free Honda bag'.
The campaign is the first by Zip after the consortium was set up with the backing of major brands, including P&G, Unilever, and the COI, as well as Honda, to investigate the potential of iTV advertising.
Donna Barradale, managing partner at Zip TV, said: "This is not simply an extended version of the linear advert, but content that viewers will find interesting, informative and rewarding."
The new ad was launched only on Channel 4, despite hopes it would appear on all the major channels, after negotiations with other broadcasters stalled.
Talks between Zip and Sky, ITV, and IDS - the sales house for Flextech and UKTV - to let viewers on these channels access Zip ads were, as Revolution went to press, continuing. Delays are understood to centre on who will bear responsibility should anything go wrong in terms of content or technology.
Analysis, page 18.
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