Print advertising is widely used for many years and has proven its records. However, the formats are changing along the technological innovations. Ads become more exciting and engaging. Moreover, marketers stepped out of digital platforms and started to use tangible advertising formats again. The Page published an amazing print ad case studies, and we would like to share them with you. In this article, we will explore from paper-based test drive to sleep-introducing magazine ads. Let’s look at the latest innovations in print advertising.
1. Take a ‘text drive’
Before launching a new car, Kia created a fantastic interactive promo pack with a range of engaging print effects. It was sent to 100 automotive journalists to grab their attention to the new Stinger model. Kia’s goal was to make this model feel very special, and they succeed.
The pack featured eight chapters to match the car eight-speed automatic transmission. The first page gives readers a special sticker that when peeled back revealed the image of the car. It invites readers to ‘spin doughnuts’ with their finger and after tracing a circle on the page then folds out to reveal tyre marks in a microfiber cloth underneath. And then the page smells of burnt rubber – the “scent of passion” makers say. More about KIA’s innovative advertising.
2. Check your head
Shampoo brand Head & Shoulders created a recent interactive ad in the magazine. They invited the readers to test their head for dandruff, by merely scratching their head over the page. Since one of the sides of the ad is entirely black, it will highlight for those with the dry scalp any flecks of dandruff that falls from their head. Such action will push readers to consider using the anti-dandruff shampoo. Ingeniously simple, it proves that print’s low-tech approach can often be the most effective.
3. The washable book
Infectious diseases transmitted via hand are still significant issues in developing countries. More than 6,000 children lose their lives every day over this problem. Japanese company ANGFA created an interactive print ad where kids would need to use the block of soap, this way they decided to educate young people to use it. The company created a technology where colourful print would appear after it is washed with the soap. As a result, Washable Book was created. This campaign was very successful and boosted soap sales for the company by 1,730%.
4. The ad that sends you to sleep
When it comes to innovations in print IKEA is not a stranger. Their goal was to promote the range of beds, and they came up with the idea of creating a print ad that puts readers to sleep. They used several techniques in their ad that helped to nod off. Firstly it’s printed with lavender ink, a scent known to make people feel relaxed and improve sleep quality. Then, by plugging the ad into the USB charger it becomes a white noise speaker, helping to keep the noise down and aiding sleep. Even the visual of the ad was created to relax the reader by drawing them into a circular pattern. More information about IKEA’s campaign.
5. The print that saves lives
Proving that door drop mail is as effective as any other form of marketing when it comes to public service. Grey Group Poland took a simple piece of paper and turned it into a print ad that reached over 40 million people, potentially saving thousands of lives. Such ad was created to prevent deaths from carbon monoxide poisoning, and it instructed the recipient to hold the page of ad up to the home intake vent. If it stuck to the vent, then the house had a good air circulation. But if it didn’t, it indicated that the vent might be clogged, posing a significant threat of carbon monoxide poisoning. The campaign was so successful that there are plans to roll out to other countries. More information about Grey Group Poland campaign.
If you have in mind another great idea that can help you to increase your sales or, like in these examples, save lives we are always here to help you. Please contact us by e-mail at firstname.lastname@example.org or give us a call 020 8293 8550 and we will create it together.