Maybach in IPTV ad first

James Murphy Media Asia 7 Sep 2006

Maybach...aiming to combine interactive with traditional ads

Luxury car marque rolls out interactive spot on Hong Kong's Now TV service

DaimlerChrysler has broken new ground with what is believed to be the first interactive advertisement airing on IPTV network Now TV, for Daimler's luxury Maybach brand.

The 45-second spot, developed by DaimlerChrysler in conjunction with Now TV, features a super across the bottom of the screen, asking viewers to press a button on the remote control for more information. On doing so, viewers are taken to a dedicated multi-page interactive site, featuring information on Maybach's technology and customer service, along with contact details for the Hong Kong dealer.

The ad signals a shift away from more traditional interactive executions on television, which have typically remained limited to content such as the popular American Idol or Rockstar Supernova, where viewers are encouraged to vote for their favourite contestants.

"As a leader in innovative technology, we are always exploring different media to reach discerning customers," said Karin Hoo, personal liaison manager, Maybach.

"Our objective is to enhance brand awareness and to offer the audience convenient ways to obtain further knowledge about our brand and vehicles and, ultimately, to contact us via email anytime.

"Now TV approached us for this fascinating interactive TV campaign and, timing-wise, it was perfect."
The ad is running across a number of channels carried on Now TV's service, and it is expected to run until October.

Hoo said that while the initial response to the advertisement has been positive, it was too early to draw any significant conclusions. Instead, she noted that the new approach would likely be used in conjunction with more traditional media channels in the future.

"It offers a two-way communications channel, allowing the viewers to choose which kind of information they would like to look further at, but we still value traditional advertising for promotion," she said.