Great things start with an advertisement
This year's winner of the creative competition "Only an ad can do that", Manuel Rohrer, makes a strong case for print ads - and easily bridges the gap between print and electronic media.
They can now be seen in almost 100 Swiss media, the new subjects of the Swiss Press Association's "Only an advertisement can do this in 2010". They prove that Print is more interactive than you might think. Because if you photograph the subjects with your iPhone or smartphone, you get a surprising reaction - supported by special software: the brick becomes a house, the egg hatches into a dinosaur. But why not try it out for yourself with the subject on page 14?
Print 'n' Mobile is the name of the technology behind the new campaign. It works with three different techniques: quick response codes, webcams and the Kooaba image recognition software. With the Kooaba application, the pages of Blick, NZZ am Sonntag, Weltwoche or 20 Minuten can already be saved, archived and forwarded by taking a photo. What exactly the viewer has to do with the "This can only be an advertisement 2010" ads in order to find out what the illustration is just the beginning of is explained under each subject. As an incentive to try out the new, all cell phone photographers can take part in a competition with prizes worth a total of 130,000 francs. Great things start with an advertisement.
Interactive advertisements
The campaign shows where print could soon be heading: In future, an advertisement will not only have a wide reach, it will also reach viewers immediately. They can react immediately, request background information, take part in competitions and reserve or order advertised goods - at the exact moment they see the ad. At home, in the office or on the move.
The idea for the campaign came from Manuel Rohrer, graphic designer at the Bern-based advertising agency Contexta. He happened to hit the nail on the head with his idea, as the Swiss Press Association was already planning a broad-based mobile campaign for newspaper and magazine readers aged 15 and over for this year. Rohrer's competition entry fitted in perfectly with the concept. The campaign runs until November.
Anne-Friederike Wilhelm
Print 'n' Mobile is the name of the technology behind the new campaign. It works with three different techniques: quick response codes, webcams and the Kooaba image recognition software. With the Kooaba application, the pages of Blick, NZZ am Sonntag, Weltwoche or 20 Minuten can already be saved, archived and forwarded by taking a photo. What exactly the viewer has to do with the "This can only be an advertisement 2010" ads in order to find out what the illustration is just the beginning of is explained under each subject. As an incentive to try out the new, all cell phone photographers can take part in a competition with prizes worth a total of 130,000 francs. Great things start with an advertisement.
Interactive advertisements
The campaign shows where print could soon be heading: In future, an advertisement will not only have a wide reach, it will also reach viewers immediately. They can react immediately, request background information, take part in competitions and reserve or order advertised goods - at the exact moment they see the ad. At home, in the office or on the move.
The idea for the campaign came from Manuel Rohrer, graphic designer at the Bern-based advertising agency Contexta. He happened to hit the nail on the head with his idea, as the Swiss Press Association was already planning a broad-based mobile campaign for newspaper and magazine readers aged 15 and over for this year. Rohrer's competition entry fitted in perfectly with the concept. The campaign runs until November.
Anne-Friederike Wilhelm
