Beetroot on your shirt or grass on your favourite footy top, Unilever's new advertising campaign on Optus Interactive TV will help you get the stain out.

In May Optus went to air with another example of how Australia's developing interactive TV market is changing the way brands interact with their customers, moving ever closer to the marketing holy grail of one-to-one marketing via pay TV.

The interactive advertising campaign for the 'Omo Careline', runs for 12 weeks on the Optus Television Oh! channel. While watching the traditional TV commercial an interactive overlay appears and engages the viewer in three key interactive sections: a competition, a stain guide and a laundry 'hints and tips' section.

The competition provides an opportunity to win a new washing machine. The stain guide provides the viewer with information on the how to remove over 40 common household stains. The hints and tips section, driven by the viewer's preferences, provides targeted washing tips as viewers find the most suitable Omo product for their washing requirements.

Jason Marker Group Product Manager fabrics, Unilever said Optus iTV and Victoria Real had the right combination of technology, platform and talent to bring Omo to life.

"The Omo Careline is inherently interactive with people seeking advice about their laundry problems from an expert. Optus iTV gave us the opportunity to add an extra dimension to Omo Careline communication, through increased interaction and involvement with the advertising to enhance the overall brand experience," he said.

Scott Lorson, Marketing Director, Optus Consumer and Multimedia said he is pleased with the campaign.

"The challenge for us was to demonstrate the benefits iTV could deliver to the Omo campaign. We worked closely with Omo through design, research, focus groups and usability studies to ensure we got the strategy right," Mr Lorson said.

"Judging by the early results of the campaign and the responses to messages and triggers, our strategy is a winner," he said.

Paul Carter, Account Director for Victoria Real said the project gave his team an opportunity to showcase what can really be achieved.

"We are very fortunate that here in Australia Optus has best of breed technology with Liberate, which allows us to leverage Victoria Real's extensive experience overseas, improve on it, and produce an interactive ad for Unilever that leads the global iTV markets," Mr Carter said.

For more information:
Melissa Favero
Optus
Phone: 02 9342 5030

Paul Carter
Victoria Real
Phone: 02 9976 5622