In their latest interactive television advertising campaign, Zip TV is encouraging viewers to press their red button to explore the delights of waxing.
Prompted by a graphic asking “Are you still a Wax Virgin?”, viewers of a new commercial for Veet will be able to take an interactive quiz to test their preconceptions that waxing is a painful process and get an opportunity to find out for themselves with a free sample.
The campaign for Veet wax strips will record the actual number of people pressing the red button, as well as the number that go on to submit their personal details, providing a measure of the effectiveness of the interactive TV ad.
The combination of the count of viewers pressing red, measured against the total number of advertising impacts delivered by channel, daypart and programme, will provide the client, in this case Reckitt Benckiser, with a valuable insight into the effectiveness of its total TV spend.
“The aim of the Veet Virgins campaign is to reinforce the key messages from the broadcast campaign,” according to Brand Manager, Charlotte Hey. “Extending the brand message from 30 seconds to several minutes, coupled with Zip TV’s measurement tools will create a greater brand impact and increased accountability.”
The campaign airs on Channel 4, Channel 5, Sky and Flextech and UKTV channels in the UK.