Playout and design company, Red Bee Media (note: the company, which was formerly a BBC business unit called BBC Broadcast, was recently sold to Creative Broadcast Services, a company 65% owned by Macquarie Capital Alliance Group and 35% owned by Macquarie Bank), has created an interactive TV advertisement for UK high-street retailer, Boots, that helps viewers choose Christmas gifts and then sends them their Christmas shopping list via text message.
The i-ad, which is running on several channels on the Sky platform, and which is associated with a linear commercial for Boots’ "3 for 2 Mix & Match" Christmas promotion (note: Red Bee Media says that it worked closely with Boots’ advertising agency, Mother, its media planning agency, Naked Communications, and its media buying agency, Mediacom, from the start of the creative and planning process to ensure that the i-ad was fully integrated with the linear commercial), takes viewers who press red while watching the commercial to a "Boots Gift Idea Generator." The latter presents them with five different gift-recipient profiles–for him, for her, kids, teens, grandparents–and with five sub-profiles for each profile, including such categories as "glamor girl," "gadget lover," "keen cook," and "party animal." Under each category, three gifts are suggested, all of which are part of the "3 for 2 Mix & Match" line-up of products. There is also a lucky dip category for viewers who want a "quick and easy" gift suggestion. When viewers are done making their selections, a text message is sent to their mobile, listing the gifts they have chosen.
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Filed under: Advertising
