RTE, in collaboration with Mindshare and Unilever Ireland, have created a clever and potent advertising platform in their new ‘On Pause’ campaign for Lyons tea.
This is basically a clever way of leveraging Video on Demand by delivering ads once a video is paused – in this instance ads for Lyons Tea will be served, a nice play on the pause or ‘taking a break’ scenario.
While traditional Irish media organisations are generally playing catch-up when it comes to digital, it is refreshing to see RTE develop such an innovative ad segment, especially in that TV is moving away from a linear format and to an On Demand one. This technology offers a potent means of further monetising the On Demand format.
This campaign is soon to be followed by a campaign for Knorr Quick Soup.
You can view an example of the RTE ‘On-Pause’ in action here (Don’t forget to pause!)