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Interactive Works: Land Rover Discovery(Marketing Via Thomson Dialog NewsEdge)The trouble with interactive TV ads is that many brands just dig out a copy of their traditional ad, cram in a link to more info, bung a bit at the end that asks viewers to 'press red for a brochure' and call it job done. A generic ad appeals only to a generic consumer - and that consumer does not exist. It's like offering a ham sandwich to someone who wants prosciutto on rye with organic lettuce and low-cal mayo. Interactive TV allows advertisers to give viewers the chance to find their own messages, accessing information that has real relevance to them. It is not just a method of collecting data, it is a powerful way of beginning a meaningful two-way conversation. While many advertisers are unwilling to open up the throttle on this power, the latest campaign from Land Rover Discovery whacks its foot to the floor. A 'pick and mix' of an ad, it invites viewers to venture down any number of routes to find out more about the car. There are plenty of opportunities to explore the features of the Discovery, including technical stuff about dynamic stability control and the terrain response system. Those more concerned with what the seats are like can look at the interior. Viewers can even choose between classical or rock music to accompany them on their 'voyage of discovery' - a neat way of drawing attention to the Land Rover's entertainment system. A competition to win a luxury break in the Scottish Highlands, including a chance to take a Discovery off-road, gives viewers another reason to respond and fits nicely with the values of the brand. |