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RTÉ, Mindshare Ireland and Unilever Ireland launch 'on-pause' ads via the RTÉ Player

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By Gillian West | Social media manager

February 15, 2013 | 2 min read

Unilever Ireland for Lyons Tea, RTÉ Player and Mindshare Ireland have collaborated to create an ‘on-pause’ advertising campaign for the Lyons Tea brand.

Broadcast on the RTÉ Player the ads highlight the natural connection between pausing and having a tea break, appearing everytime the RTÉ Player is paused with the ad remaining in vision until the user resumes play.

Of the campaign Liz Finlay, the Lyons brand manager, said: “It’s rare to find such a perfect synergy between a brand and a media property. After a viewer initiates their own break, we prompt them to have a TEA break and with Lyons Tea of course! It stems from a simple idea but fits perfectly and we are excited to be the first to bring this clever idea to fruition.”

Working collaboratively with industry partners, the on-pause ad was the result of significant investment in new technology by RTÉ to enable further ad platform development and is powered by MediaMind, the online division of DG.

Mindshare digital strategy director, Maeve O’Gorman, commented: “said “With around one in five women online visiting the RTÉ Player every month (comScore), it has become key to our media mix. When you combine that knowledge with the fact that ad recall is best with short ad breaks, then this unique solus position is the perfect contextual placement for Lyons.”

Ken Nugent, sales manager for RTÉ Digital added: “This is part of our ongoing strategy and commitment to deliver leading edge innovation for brands in the Digital advertising market and we wish Lyons Tea continued success with this campaign.”

The campaign will be followed by with one for Knorr Quick Soup.

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