Zappware delivers interactive layer for Renault TV advertising campaign
20/05/2008

Smart mix of interactive ads and billboards to address and identify a specific target group

Media agency Carat entrusted Zappware, the Belgian one-stop solution provider for iDTV on multiple TV platforms, with the development of an interactive layer for Renault billboards and advertisements.

Car manufacturer Renault has launched an iDTV campaign which will run until the end of the F1 season. As of April 2008 when the Grand Prix of Spain started interactive billboards accompanying the GP broadcasts (on the SPORZA channel) and interactive ads (on the VRT channels) to promote the GP broadcasts trigger digital Telenet viewers to play a quizz and win exclusive prizes (in the colours of the Renault F1 team), discover the latest Renault car models, and check out the present F1 ranking of car manufacturers and pilots.

"It is actually the first time that an interactive layer is added to a 5 seconds billboard," claims Olivier Van Zeebroeck, iDTV & Digital Expert of Carat (media partner of Renault). "The viewer obviously has to be quick to react, but the first results show that viewers are indeed interested and that the interactive concept is well-known."

Xavier Laporta, Director Advertising and Promotion - Renault Belgium & Luxembourg, says: "This campaign allows us to address our message to the F1 fans and to activate and identify this target group."

view screenshots
overview press items