Unilever Ireland, Mindshare and RTÉ have scored a digital first by creating Ireland’s ever live “on-pause” advertising campaign on the broadcaster’s RTÉ Player.
The new ad for Lyons Tea appears when viewers pause RTÉ Player programming. Knorr Quick Soup will be the second brand from Unilever Ireland to adopt this new format according to Mindshare.
According to Liz Finlay, brand manager with Lyons Tea, “it’s rare to find such a perfect synergy between a brand and a media property. After a viewer initiates their own break, we prompt them to have a tea break and with Lyons Tea of course! It stems from a simple idea but fits perfectly and we are excited to be the first to bring this clever idea to fruition.”
Maeve O’Gorman, digital strategy director at Mindshare adds “with around one in five women online visiting the RTÉ Player every month, according to comScore, it has become key to our media mix. When you combine that knowledge with the fact that ad recall is best with short ad breaks then this unique solus position is the perfect contextual placement for Lyons Tea.”
“We are delighted to partner with Lyons Tea and Mindshare to deliver this Irish media first. It was a real team effort to devise and deliver this unique advertising campaign which joins together Ireland’s favourite tea with Ireland’s most popular VOD catch-up service,” says Ken Nugent, sales manager for RTÉ Digital. “This is part of our ongoing strategy and commitment to deliver leading edge innovation for brands in the Digital advertising market and we wish Lyons Tea continued success with this campaign,” he adds.
