iTV Report: The making of Land Rover Freelander.

The key to the Freelander interactive TV ad was a compelling challenge to the viewer to 'press red'. Jon Williams, the Wunderman Interactive creative director, reveals how it was achieved.

Day one

Weight: 15-ish stone. Cigarettes: 15. Alcohol: Puligny-Montrachet. Calories: 2,789. We knew it was coming. Naveen Dayal, the national ad manager at Land Rover UK, is one of an increasing number of marketers who understand the value of interactive TV. Like all the best campaigns, this one involved working closely with the other agencies to deliver a seamless piece of communication. When Marcus Quigley brought the Freelander storyboard back from a meeting with Rainey Kelly Campbell Roalfe/Y&R it was great but no surprise, as we were in contact during its gestation. We'd had a head start in terms of coming up with ideas, which we knew we would need due to the tight turnaround.

Day two

Weight: 15-ish stone. Cigarettes: 18. Alcohol: Meursault. Calories: 2,999. Richard Last, the associate creative director, Iain Harrison, the copywriter, and Mark Sng, the strategic planner, had been developing a way to exemplify the proposition using a simple but entertaining idea. While the film showed a Freelander driver being asked to deal with an escaped tiger in an underground car park, leaving the viewer with the thought 'It's a lot to live up to', the team had to extend that to deliver three to four minutes of engagement, while also showing the car's features and benefits in a way that can not be delivered in a 30- second TV ad.

Day three

Weight: 15-ish stone. Cigarettes: 22. Alcohol: Domaine D'Ott. Calories: 3,289. The team had wisely decided not to go the easy route of 'out- takes' or 'the making of' and to tie a rich informational resource into the proposition in a way that would reward the viewer for pressing red. But before we got there, we had to consider how we would direct traffic to the dedicated advertising location. In the same way the subject line of an e-mail is the most important piece of copy, the trigger to press red is the sine qua non of a DAL. The team delivered 'Press red to live up to the challenge', a strong and provocative call to action. It must have been - it produced 224,000 interactions from only 100 airings.