SOURCE: BrightLine Partners

October 01, 2007 13:34 ET

BrightLine and AXE Team Up to Launch Digital Campaign That Combines TV Interactivity and On-Demand Television

NEW YORK, NY--(Marketwire - October 1, 2007) - BrightLine and Unilever's AXE brand are harnessing lessons learned to launch another groundbreaking digital television advertising initiative. The iconic Unilever brand holds the mantle for custom campaigns in the interactive TV ad world. The newest campaign, called Naughty to Nice, is a branded entertainment program that spans multiple interactive AND video on-demand television platforms to showcase the special power of AXE's new Vice shower gel.

Dish TV and video on-demand channel FearNet were selected to specifically match the target demographics and programming preferences of AXE's 18-24-year-old male target. FearNet viewers will encounter the campaign during their favorite on-demand program selections. Commercials as well as a range of other promotion are seamlessly woven into the viewing experience to motivate their 'guy' to seek out AXE's "naughty to nice" on-demand programming. "This is a unique partnership with FearNet that allowed us to shape the platform in the ways necessary to both engage and intrigue consumers," said Robert Aksman, Creative Director of BrightLine.

Consumers in Dish TV's interactive homes can also get in on the action -- viewers will encounter commercial teasers aired during regular TV shows, offering them an opportunity to immediately tune in and watch the AXE program on a dedicated Naughty to Nice interactive channel, and to delve more deeply in the AXE-branded content through the channel's additional features, including an exclusive sweepstakes to win Axe Vice product and tools to go "undercover."

The campaign launches October 1st in 20 million homes. "We're thrilled to be leveraging the strength of iTV in the mix for this campaign, it was a no-brainer based on our pattern of success and rounds-out our plan nicely," said AXE's Brand Building Manager, Rishabh Gandhi.

BrightLine's partnership with AXE began back in 2005 and has led the way for helping Unilever U.S. to incorporate iTV into ad planning across the majority of its brands in 2007 and 2008.

About BrightLine iTV Marketing Specialists

BrightLine plays the unique role in the television advertising industry of helping companies build a seamless two-way dialogue with consumers, who are rapidly integrating the use of digital devices into their lifestyle. The company is at the forefront of creating and implementing personalized, two-way TV connections between brands and consumers.

BrightLine provides both strategic and tactical know-how to companies of all types on how to integrate digital television experiences into their marketing efforts.

BrightLine was named "Admaker to Watch" by the Wall Street Journal.

For more information, visit or call Joanna Hall, (212) 209-3990.

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