Renault has launched interactive advertising on Channel 4's digital network, believed to be the first time a manufacturer has taken this approach on terrestrial TV.

The campaign, based around the Renault Clio 'Va Va Voom' promotion, breaks on Thursday on Channel 4, E4 and Film Four. It allows viewers to watch the TV programme in one corner of the screen while the ad runs. They can also continue interacting with the Renault module on-screen after the ad has finished.

Richard Harrison, Renault UK director of customer marketing and e-commerce, said: “The latest part of Renault's all-media campaign for new Clio takes advertising to a new level.

“It was right for Renault to be the first brand to offer an interactive experience which rather than interrupting the consumers' television viewing, enhances their enjoyment by allowing them to continue watching.”

Viewers can access more detailed product information, order a brochure or request a Clio test drive by using their TV remote control.