Unilever UK has partnered with UK-based technology firm, Future Ad Labs, for the second time to leverage their ground-breaking advertising formats – PlayCaptcha and the newly launched PlayRoll which both harness the power of touch.
Similar to PlayCaptcha, PlayRoll has been designed to work seamlessly across all devices, with a gesture-based interaction that is quick and enjoyable for consumers on touch screen devices while offering brands an engaging way to communicate with consumers. PlayRoll substitutes the often frustrating video-loading pre-roll ads which tend to disrupt online experiences, forcing users to watch up to 90 seconds of video advertisements before accessing their desired content.
Gold from Flora is introduced through a quick, interactive physical activity which invites mobile consumers to engage in a simple drag-and-drop gesture to add a sunflower and a butter whirl into the new Gold from Flora pack. When the activity is completed, an animation reveals that Gold from Flora combines an irresistible blend of Flora and butter.
Caroline Jary, brand building director for spreads at Unilever UK, commented: “With mobile ad spending in the UK continuing to show significant growth and almost half of UK adults now owning a tablet, touch-screen interactions with brands are quickly becoming a vital part of the marketing mix.
“Using the latest technology in mobile advertising we aim to communicate with our loyal customers, through a fun and interactive activity that engages consumers with the Flora brand and demonstrates the unique blended spread with butter of Gold from Flora.
“This Flora campaign is the second Unilever campaign by Future Ad Labs and is testament to their ability to reach a qualified audience at scale with demonstrable campaign impact across all devices.”
Stephen Molloy, SVP sales at Future Ad Labs, said: “We’re particularly excited to be expanding our product suite with the launch of PlayRoll and to be delivering the campaign exclusively on mobile harnessing the power of touch. Through gesture based interactions, both PlayCaptcha and PlayRoll are a compelling way to communicate a very targeted, yet simple key message that is proven to resonate with consumers across all devices”.
Source: Unilever
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