17th DECEMBER 2001 BLUE SQUARE AD CAMPAIGN ON AMSTRAD E-M@ILER Blue Square (www.bluesq.com) the UK's number one interactive betting service, is the latest company to advertise on the e-m@iler, Amstrad's unique interactive active advertising medium. The email-enabled home phone has a digital screen, providing advertisers with a powerful way to target consumers with an effective combination of digital and direct response media.  The Blue Square ads were created specifically to target football fans during recent Champions League fixtures, encouraging them to place bets on Manchester United vs. Bayern Munich on 20 November, and Arsenal vs. Deportivo La Conuna on 21 November. Response rates reached 5 per cent. This marks the beginning an interactive advertising campaign with the e-m@iler as an intrinsic element, focusing on key football matches. Dubbed by the press 'the phone with attitude', the e-m@iler, launched by Amstrad in 2000, provides advertisers with a 'poster in the home', a unique and effective way to target consumers in their home environment. The key to the e-m@iler's success is that advertising messages appear on one of the most used appliances in the home. Ed Andrews, commercial director of Blue Square, said: "We were looking for a highly targeted, tactical campaign to promote betting with Blue Square during a key period for football fans. The Amstrad e-m@iler provides the ideal medium as it reaches consumers while they are at home - quite possibly watching sport on TV - and acts as a direct call to action." Simon Sugar, Amstrad commercial director, said: "Blue Square chose the e-m@iler because of its proven track record in delivering responses. As a medium, the e-m@iler is flexible enough to be used either as a tactical solution, as in this case, but can also act as a brand building tool in the longer-term." Other well-known brands which have advertised on the Amstrad e-m@iler include HSBC, Virgin Mobile, UCI cinemas, BSkyB and Interflora. ENDS For further information, contact: Eva Sogbanmu / Gavin Lewis Frank PR T: 020 7693 6999 E: eva@frankpr.it Go to News Headlines