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.
Tags: ad, advertising, branding, digital, insurance, interactive, magazines, marketing, media, mobile, ogilvy, ogilvyone, print, rsa
Posted in Creative Best Practices, Emerging Platforms, Media Planning & Buying, Wireless | 4 Comments »
Lexus is pushing the limits again - just in time for this year's big SI Swimsuit Issue.
There was that 3D projection mapping experience on an LA Hotel a while back. And in October, the brand brought a print ad to life with the help of a handy iPad.
This time out, Lexus is going a bit simpler, keying into QR codes - the scanning of which reveals models kinda-sorta hidden in SI print ads for the new IS.
Still, the pursuit of perfection could have added a little more punch to the reveals than just having the models strut toward us. Integrating with the car in some fashion - or really just doing anything a little more interesting - would have been a better pay off for going to all the trouble.
Okay, it's still pretty cool. And it's apparently just the opening act. According to ADWEEK, the Lexus IS is also included in Sport Illustrated's first-ever 3D projection mapping experience on the facade at Caesar's Las Vegas.
Get the full scoop here.
Tags: 3d, advertising, branding, caesars, code, experience, illustrated, interactive, is, issue, las vegas, lexus, mapping, marketing, mobile, models, print, projection, qr, sports, swimsuit
Posted in Creative Best Practices, Emerging Platforms, Wireless | No Comments »
Posted by
Kent Lewis on March 18th, 2012 at 11:33 pm
As a first-time South by Southwest Interactive (SXSWi) attendee, I thought it would be helpful to provide a newbie’s perspective on the mad-cap annual conference in Austin. I attended 3 of the 5 days, which gave me a fairly good perspective. Has SXSW jumped the shark? Read on...
Tags: austin, coverage, event, interactive, recap, summary, sxsw, sxswi, tixie
Posted in Entertainment, Social Media | 4 Comments »
Posted by
Rob Reif on June 1st, 2011 at 8:09 am
When we hear the words “interactive advertising” we naturally think of the web, whether it’s deployed on mobile phones, tablets or PCs.
That’s why many people in the advertising and marketing industries have to be reminded that print, as in hard-copy newspapers and magazines, was the first interactive medium, and that’s why it’s still a powerful and effective part of any media mix.
Print is also the most sensory medium. Only print can activate each of the five senses and usually more than one of them at a time: Think scented perfume ads, varied paper textures, and embedded sound devices.
Some ads have a real and practical use in and of themselves. For example, back in 1988, several years before the words “internet” and “web” entered the global lexicon, Spin magazine caused an uproar when, as part of a public-service effort to combat AIDS, each copy of the November issue contained a free condom (donated by Trojan).
Talk about useful, sensory, interactive, and memorable advertising. We don’t need to count the ways.
And as recently as September 2010, a print campaign in Entertainment Weekly touted the remade series Hawaii Five-0 by playing the show’s iconic theme song when the two-page spread was opened.
It’s tempting to... Read more
Tags: campaign, interactive, magazine ad pages, mobile site, print advertising
Posted in Media Planning & Buying, Websites | 4 Comments »
New data suggests that TV and the Internet have a deep, tangled and evolving relationship. Consumers still love the tube, even though they multi-task while watching and DVR their favorite shows. At the same time the digerati have finally convinced their elder brethren that behavior trumps demographics in media targeting.
Deloitte’s recent “State of the Media Democracy” Survey documented America’s continuing unbroken love affair with TV. Seventy-one percent of respondents said watching TV was their favorite thing. Eighty-six percent TV ads have the most impact on their buying decisions. Compare this to 47% who said online had the greatest influence; roughly half as much.
And yet nearly three-quarters split their time and attention even when parked in front of a screen. Forty-two percent are online, another 29 percent are on mobile devices and 26 percent are IMing or texting. With all this activity, TV watching feels like a background activity so it’s hard to imagine how much branding or ad copy is being received or actually absorbed or how memorable or influential those ads really are.
But just when you doubt it, think about the growing phenomenon of watching TV and simultaneously tweeting, commenting, reviewing or responding in real time. Think about the... Read more
Tags: interactive, media, Targeting
Posted in Media Planning & Buying | No Comments »
Copyright © 2013 iMedia Communications, Inc. All Rights Reserved.
