Optimedia and creative sibling Publicis have unveiled a campaign for homeless charity Depaul Trust that they hope will showcase a broadband mechanism for interactive TV advertising.
The "Video On Demand Kind of Advertising" mechanism will be unveiled in an ITV primetime campaign breaking on August 16 through Kingston Communications' Kit platform.
The Vodka technique pioneered by the agencies uses KIT's broadband video-on-demand technology, which allows viewers to make narrative choices by using their remote control during the two minute spot without seeming to leave the broadcast stream. The KIT platform is currently the only one in the UK that can support this type of advertising.
Interactive@Optimedia executive director Phil Nunn said: "This form of interaction with the customer takes television advertising to a whole new level. The rules are changing for 'broadcast' advertising. TV is now truly in the control of the viewer. They choose the storyline; they choose how involved they want to be."Publicis creative director Jon Williams added: "We developed the concept to act as a springboard for creative thinking, to give us greater opportunity to spin an involving narrative yarn. As more and more programming becomes interactive, we as an advertising community have to raise the bar or risk being left behind. Vodka raises that bar."