Isn’t it strange that advertisements can almost tell what you’re thinking? Every evening, I like to catch up with the daily soaps, my favourite being Eastenders. RTÉ player is the most convenient place for me to keep up to date with the comings and goings of the East End, so it has become my first port of call for catch-up television. Yesterday evening, sitting on my bed, I pressed play and the theme tune started to roll. At about thirty seconds in I felt a craving like no other for a hot cup of tea and a few custard creams, so I had no option but to abandon my comfortable seat and pause the player to go and boil the kettle.
Suddenly, an ad filled my screen saying ‘Lyons- Proud sponsor of your tea break.’ Below the text sat a steaming mug of tea- exactly what I was looking for. I was dumbfounded- has advertising really got so clever that it knows what you want, exactly when you want it? This clever advertising is the brainchild of Unilever Ireland, RTÉ Player and Mindshare Ireland, and is the first ever Irish ‘On-Pause’ advertising campaign.
With one in five women online visiting the RTÉ player every month and Lyon’s being promoted as “Ireland’s Favourite Image may be NSFW.
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Tea”, it seemed obvious for the pair to collaborate. Lyon’s Tea Brand Manager, Liz Finlay said “It’s rare to find such a perfect synergy between a brand and a media property.”
With the recent launch of interactive micro sites during pre-roll advertisements on the player; who knows how intuitive future advertising will become?
So off I went to the kitchen to make my cup of tea, forgoing my usual and much coveted Barry’s Tea to give Lyons a go. If that isn’t persuasive advertising, I don’t know what is!
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