Case Studies » Westridge
The Scarlettec team (formerly Press Red) have delivered another first in interactive TV advertising – a DAL with dynamic content "Flexi DAL".
Working closely with COI representing the Army Recruiting Group and with all COI agencies involved in the cross media campaign behind the Army ascent on Everest, the interactive advertising application is accessed via the red button during Army adverts, and was also permanently running on Sky Active. Having built the framework of the site and in close conjunction with Sky Interactive, the new style flexible DAL is a first for Sky and builds on prior experience of the Scarlettec team who created the Transport for London site on Sky Active.
The Flexi DAL ingests and transcodes blogs, news updates and latest position data from the main web site supporting the ascent (www.armyoneverest.mod.com). Data is transcoded passed on via Scarlettec’s enterprise grade servers, and automatically churns it into the satellite service. Video footage is also received from Everest, encoded and delivered to Sky ready for immediate upload into broadcast at set periods conforming to the rolling linear TV ad campaign. Viewers using the application will not followed the unfolding story behind ascent, the team and Everest, but also found out about Army life and the skills and experiences acquired whilst in the Regular or Territorial Army.
Says Ben Kittow, Director of Scarlettec and former CEO Press Red: “We are proud of our work for COI and Army Recruiting Group. The team have proved how well they understand interactive technologies and have delivered a sophisticated but simple site which is kept fresh all the time. The Flexi DAL not only provides what the advertiser wants, but is a money saver as well. We have enjoyed working closely with all agencies involved in supporting this captivating challenge”