Vaseline seeks to enhance brand with new video advertising

BOSTON Vaseline, a Unilever brand, has tapped ScanScout, a provider of in-stream video advertising, to use a new video advertising format to promote its new Sheer Infusion with Stratys-3 lotion.

The new technology, known as Super Pre-Roll, takes the viewing experience from passive to active by allowing customers to more deeply connect with a brand. It enables the brand to get feedback in real time by inviting people to interact with the spot, while also communicating product benefits.

The campaign's ad combines Vaseline Sheer Infusion's pre-roll with an interactive poll that ask consumers what they like best in a body lotion. Once the viewer takes the poll, they are offered a link to a coupon and more information about the product.

"At Unilever, we are always looking for innovative ways to engage with our consumer and as online video advertising becomes increasingly pivotal for advertisers, it's important that new methods are introduced to keep consumers captivated," stated Rob Master, North America media director for Unilever. "We are excited to be the first to charter Super Pre-Roll and use this new technology to interact with our customers and solicit their feedback. The format allows a viewer to more deeply connect with the brand by engaging with us on their own terms and without disrupting their viewing experience."