What are the Geico lizard or old Mayhem going to make of this?
More importantly, what might they do with it?
An insurance company called RSA in the Middle East has created an interactive print ad that enables readers to ask for a quote, no mobile phone or other consumer device required, though the quote comes back via the reader's mobile phone (which obviously provides the brand with contact information it could use for follow up communications).
As PSFK points out, the ad, developed by OgilvyOne, is targeted to prospective customers in Dubai, and supports the brand's "Easy as Ever" promise.
Sure it's early days in this kind of thing - a first step toward some of the interactive print concepts we saw in 'Minority Report' a decade ago - and it will need to be enhanced before it gets truly compelling.
But here, the medium is quite literally the message - an innovative "wow" moment that directly delivers on the brand's positioning.
Read more here.
So how can you make sure your ads will be seen? Get ads into the content stream. It’s where you and every other consumer on earth spend the bulk of their time: watching, listening and reading content.
The other night two commercials ran in successive commercial pods and their juxtaposition caught my attention. The first was a spot for the new iPhone 4 which includes a new video calling feature; the second was a spot from Verizon for their new campaign, Rule the Air.
Both ads were really compelling, each in its own way – together they provide a couple of instructive insights about what makes a great TV ad.
The core of each ad was essentially a product demonstration. In Apple’s case, the ad showed various situations in which FaceTime, the video calling feature, added a special dimension to the call. It started with the more expected scenarios -- the newborn connected to the traveling dad and the graduate connected to the doting grandparents.
Then the spot moved into richer territory as it showed an expectant mother sharing a sonogram with her husband who supposedly is thousands of miles away serving in the military – and ends with a couple using sign-language to express their affection for each other. By using scenarios which could not replicated by audio phone calls alone, Apple clearly demonstrated how great the new phone is.
The Verizon ad also gave a product demonstration, albeit in... Read more