Procter & Gamble is to air its first interactive TV ad for nappy [diaper] brand Pampers via the Sky Digital platform this weekend.

The household products giant insists the four-week campaign is not a direct sell exercise but a pure branding proposition. However, P&G conceded that the commercial is experimental and could pave the way to an interactive direct marketing campaign at a future date.

The 30-second spot, created by Saatchi & Saatchi’s digital offshoot, Saatchi Vision, links viewers to a site on Sky’s Open shopping service, via which they can access additional product information along with expert childcare advice. Says Sky’s interactive advertising controller Robert Leach: “It's not about pushing product. It's more about information, community and child development.”

The campaign is not P&G’s first interactive venture on Sky Digital. Last summer a Charmin commercial offered a discount voucher; another for Olay enabled viewers to order a sample online; while Ariel aired an interactive campaign last month.

News Source: CampaignLive (UK)