Case Studies » Antistax

Anyone doubting the power of interactive TV should speak to Boehringer Ingelheim Pharmaceuticals, who make circulation stimulation cream Antistax. Their interactive TV campaign which ran across Sky and ITV was so successful that they had to pull the interactive element after the first day.

Jennifer James, Antistax Brand Manager at Boehringer, said ‘This has been the first year we have tried Interactive TV for one of our brands and the results we experienced were well above expectation. In the first night the press red response rates were 127% of what was expected for the total 4 week campaign!’

Viewers watching the campaign were invited to press the red button to receive a free sample of Antistax cream, having answered some qualitative questions via their remote control. The campaign was created and built as a simple Impulse Response campaign by Press Red.

‘Interactive TV advertising is definitely on the up and we have noticed a sizable shift recently in the number of agencies and brands getting behind interactive TV advertising’ said Ben Nicholls, New Business Manager at Press Red; ‘The most exciting thing about the Antistax commercial is not necessarily that the response exceeded everyone’s expectations so early into the campaign, but that it proves it is not just young viewers who interact.’

Needless to say Boehringer have rebooked the Antistax campaign and are planning more interactive campaigns for later in the year