BIMA Awards 2008
BIMA Awards 2006
Awards Party
ShortlistBIMA Awards 2006 - Best use of Interactive Television
Criteria
This award recognises the best project that has appeared on interactive television. Whether it was intended to advertise, inform or entertain (or indeed all three), the judges were looking for an outstanding idae brilliantly executed.
Winner
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Project Boots Christmas Campaign Interactive Ad
Agency Red Bee Media
Client Boots PLC
The campaign represented Boots' first ever foray into interactive TV advertising. The high-street retailer decided to add an interactive element to its Christmas 2005 TV campaign, and hired specialist Red Bee Media through its media buying agency Mediacom to create an i-ad.
The objective of the ad was to complement Boots' '3 for 2 Mix & Match' present offer and drive customers in store for purchasing. It offered viewers advice on what to five their friends and family for Christmas through a 'Boots Gift Idea Generator'.
Once viewers had gone through and chosen gifts in the i-ad, they were given the option of receiving a text message listing the presents they selected. Research revealed that three quarters of the people who pressed the red button and interacted with the campaign said they visited Boots to buy Chrismtas presents as a result.
