Orange has launched its first interactive advertising trial over its broadband TV network in France. The pilot campaign for the Citroën’s C5 ran on the Orange Sport Info channel between November 4 and December 14.
During a commercial viewers are presented with a banner that they can click using their remote control. They are then taken to the advertiser’s interactive mini site, where they can see a product presentation, the option to request a brochure or test drive, and a list of dealers.
The pilot was available to 100,000 of Orange TV’s subscribing households. The service will be rolled out the entire network during the first half of 2008.
Arguably, interactive advertising is nothing new, but it is a first for the France Telecom-owned platform.