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11/11/2005

Red Bee Media helps Boots play Santa this Christmas

Red Bee Media, formerly BBC Broadcast, has created an interactive TV campaign for Boots that helps viewers choose Christmas gifts and then sends them their Christmas shopping list via text message.
The interactive campaign launches on November 17 2005 across UK channels and supports the Boots’ ‘Giving Feels Good this Christmas’ linear commercial.
“Red Bee Media has been working with Boots’ advertising agency, Mother, media planning agency, Naked Communications and media buying agency, Mediacom, from the start of the creative and planning process to ensure that the interactive campaign is fully integrated with the linear commercial. Not only does our iTV campaign have a similar look and feel to the above the line ad to create a deeper brand experience for the viewer, but the text message option gives viewers a real reason to visit the store and buy their Christmas presents at Boots,” said Jonathan Wilson, Senior Account Director at Red Bee Media.
The linear commercial promotes Boots 3 for 2 Mix & Match offer as a way to give more this Christmas and ends with the tag line, ‘because giving feels good’. The interactive campaign offers viewers advice through a gift selector on what to give their friends and family to make sure that giving is a good experience for all involved.
“We wanted to create an i-ad experience that reflected the ‘Trust Boots’ positioning and would be helpful for viewers in the run-up to Christmas. Our Gift Idea Generator takes away some of the pressures of finding the perfect present for a loved one,” said Christian Ruland, Creative Director at Red Bee Media.
Digital viewers can access the interactive campaign by pressing the red button on the linear commercial. They are then taken through to a Boots Gift Idea Generator where they are given five different recipient types – for him, her, kids, teens, grandparents - with five sub-profiles for the person they are buying for including glamour girl, gadget lover, keen cook and party animal. Under each category three gifts are suggested that all feature in the 3 for 2 Mix & Match range. There is also a lucky dip category for viewers who want a quick and easy gift suggestion. When viewers have finished selecting their presents a text message is sent to their mobile phone listing the gifts to make Christmas shopping even easier.
“Red Bee Media has come up with a simple but very creative idea for our interactive campaign and we are looking forward to seeing how customers will respond to this new way to choose Christmas gifts,” said Mels Kelleher, Christmas Marketing Manager at Boots.
(GB)
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