This idea is archived

CASE STUDY: Boots Interactive TV campaign

Provided by Sky Media
See how Boots successfully enhanced their TV ad by using interactive TV and achieved their campaign goals

What was the Challenge / Background of the Campaign?

Boots faced a challenge. Although they offered the widest gift selection on the high street at Christmas, research had shown that awareness of the breadth of their product range was very low. Boots ran their "3 for 2 Mix & Match" campaign in the run-up to Christmas 2005. The ad was enhanced by using Interactive TV, which allowed viewers that pressed red the opportunity to explore gift ideas. Interactors were able to select what type of person they were buying for, then the "gift generator" presented a selection of gift ideas which were then texted to their mobile.

What was the Campaign Objective?

To promote the "3 for 2 Mix & Match" offer; To increase awareness of the breadth of products available at Christmas; To raise brand perception amongst Christmas shoppers; To help customers who were frustrated at having to buy multiple gifts and struggling with ideas; To drive footfall to stores.

What was the Solution?

"Interactive TV allowed us to achieve our Christmas campaign goals of communicating our depth and breadth of offering. Our campaign also trod new ground by taking this means of brand interaction to a whole new audience". Robert Dreblow, Account Director, Mediacom.

What were the Results?

Three sample groups were researched - interactors, viewers and non-viewers to the ad. Interactors were significantly more likely to mention Boots first, as a place where they would buy gifts if Christmas shopping tomorrow. This was regardless of their pre-disposition to Boots. When asked for spontaneous recall of the content of the ad, "3 for 2 Mix & Match" was mentioned by 80% of interactors. Interactors enjoyed the ad nearly 20% more than non-interactors and were 24% more likely to visit Boots because of it.

What were the Key Learnings of this Campaign?

"The Christmas Mix & Match campaign was Boots' first foray into interactive TV advertising. Christmas is a key time of year for Boots and we are delighted that during the busy Christmas period, when our customers are swamped with festive messages, our interactive campaign achieved fantastic stand out with demonstrable results. Following the success of the campaign, we are already looking into using interactive TV for future Boots campaigns." Chris Ladd, Media Manager, Boots The Chemist.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k
25 - 34
35 - 44
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service