Unilever Adopts Touch-Based Interaction for Flora Campaign

  • Thursday, September 25th, 2014
  • Author: Tim Maytom
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Gold from Flora - Device Mockup 8 - 300ppiUnilever has partnered with UK-based tech firm Future Ad Labs to use a new touch-based mobile ad format in a new campaign for Gold from Flora.

The PlayRoll ad format is designed to work seamlessly across all devices with gesture-based interaction that is quick and engaging for consumers to interact with. The ad format aims to substitute the often frustrating video-loading pre-roll ads that can disrupt online video content, forcing users to watch up to 90 seconds of adverts before accessing their desired content.

The Gold from Flora campaign is introduced through a quick, interactive mobile interface that encourages users to engage with the ad by add a sunflower and butter whirl into the new Gold from Flora pack.

“With mobile ad spending in the UK continuing to show significant growth and almost half of UK adults now owning a tablet, touch-screen interactions with brands are quickly becoming a vital part of the marketing mix,” said Caroline Jary, brand building director for spreads at Unilever UK. “Using the latest technology in mobile advertising we aim to communicate with our loyal customers, through a fun and interactive activity that engages consumers with the Flora brand and demonstrates the unique blended spread with butter of Gold from Flora.”

“Were particularly excited to be expanding our product suite with the launch of PlayRoll and to be delivering the campaign exclusively on mobile harnessing the power of touch,” said Stephen Molloy, senior vice president of sales at Future Ad Labs. “Through gesture based interactions, both PlayCaptcha and PlayRoll are a compelling way to communicate a very targeted, yet simple key message that is proven to resonate with consumers across all devices.”