UK Internet-only bank Egg is to launch its first interactive TV advertising campaign later this week in an effort to support credit card acquisitions and drive traffic to the bank's digital TV service.
Created by media design agency HHCL and Partners, both the interactive and terrestrial TV ads will feature former "11 O'Clock Show" presenter Daisy Donovan, in a Russian ‘husband market’, using her Egg Card to secure her perfect partner. The ads announce the new introductory offer on Egg Card – 0% APR on all new purchases and 0% APR on all balance transfers fixed for six months.
The interactive ad, which will be seen in Sky Digital homes, will allow viewers to access more information on the Egg Card via their remote control. Viewers will go through to Egg TV which features an exclusive two-minute extended version of the ad, and a three-minute behind-the-scenes film.
According to industry figures from Egg, five million new users signed up to digital TV in the last six months alone, and an additional 13% of British adults see themselves accessing the technology within the next six months.
Nick Cross, Egg’s chief marketing officer, says: "This is a very exciting first step into interactive advertising and forms part of a wider research and development process we are conducting into the opportunities presented by digital TV and the development of interactivity".
The first ads in the new campaign will run on terrestrial, cable and satellite channels until the end of December.