Overview: Launched in August 2000, Persil Revive cares for dry-clean only clothes. The iTV ad was developed to follow the key concept shown across all other media. Key thought: women can now revive their clothes in 30 minutes and go straight out without a visit to the dry cleaners. The interactive ad allowed users to apply for a free sample of Revive (hence encouraging penetration) and enter a prize draw to win a tailor made outfit (dry-clean only) or one of four Hotpoint tumble dryers. Users are asked if they own a tumble dryer. Those that answer 'yes' get a free sample and entry to a competition. Otherwise, they only gain entry to the competition. The ad updates 'Cinderella' for the year 2000 and was shown on the Open ... and NTL platforms. Objectives: Drive the penetration of the product, extend the Persil brand, strengthen Persil's positioning as cutting-edge and innovative. Target group: Primarily, working women who own tumble dryers. Practical, BC1C2 aged 25-54 often have children. Love clothes and fashion and often visit the dry cleaners. Mainly home internet users. Results 35,000 entered the competition and received a free Persil Revive sachet. Approximately, 32,000 came from the Open ... platform and 3,000 came from the NTL platform.