Seven, the leading customer engagement agency, has created the world’s first interactive advertising campaign for iPad apps that fully utilises iPad’s capabilities.
Seven developed the bespoke creative when it built the innovative iPad app magazine, “PROJECT” with the Virgin Group – the number 1 iPad app globally, after just one day, when it launched in November 2010. Seven secured advertising for the first issue of Project with Ford, Amex, Lexus, Kronenburg 1664 and Panasonic.
As the creators of Project and with the expert knowledge of iPad functionality, Seven has a complete understanding of what works best for individual brands to create a visually appealing, interactive campaign that seamlessly integrates video content. Seven’s bespoke advertising allows brands to connect with the consumer more effectively, making advertising and editorial even more interactive and engaging.
Project was the first ever iPad magazine app to extend the iPad tablet’s full capabilities to advertisers. The use of ‘physics’ within advertising breaks new ground in terms of interactivity. For the first time ever, users can fully interact with the advertiser’s product by touching, shaking and turning the device to produce uniquely engaging executions using live animations, video and online elements.
Case study – Ford UK
Ford wanted to promote its new Mondeo Estate. In response, Seven created a touch- sensitive, multimedia and multi-layered campaign to bring the brand to life. The home page consisted of one image of the car overlaying another – both images lifted from a print ad. The images were spliced so that the reader could scroll across and see the image change instantly. From the front page the app user was led to a page showing a 360° video of the engine overlaid with the theme music from the TV ad. Once the video finished four options were given: to play again, request a test drive, request a brochure or to be kept informed. These were click-throughs to Mondeo’s website, allowing Seven to monitor the campaign’s success rate.
Case study – Panasonic
Panasonic wanted viewers of their advert “To Immerse Yourself in a 3D World” promoting the Viera 3D TV. Seven created a campaign encompassing the iPad accelerometer to detect movement and show the ad in 3D: a world first. The front page of the ad replicated their TV ad, which then led to product information about the range before providing details of the Panasonic website. In essence a viewer could potentially go from viewing the brand through to point of purchase within a minimal number of clicks.
Case study - Lexus US
Rather than showing a typical car advertisement, Lexus wanted to widen its audience to its theme “Not from the future, for it” to highlight “the world’s most advanced driving simulator” which it has developed. Seven created the front page of the ad highlighting the simulator and allowing users to explore the machine and showing video clips, which included predicting driver behaviour. From the front page a click-through was created, leading to a spokesperson talking about the simulator with additional options of visiting the Lexus website or to watch the latest commercial on YouTube. Initial feedback shows that Lexus had a high level of click-throughs to YouTube.
Case study – American Express
American Express wanted to produce a fun interactive campaign for iPad, utilising the assets of their existing campaign to engage potential new customers. Seven devised three very different interactive AmEx creatives for the first three issues of Project.
The first creative, ‘life is a canvas’, enables the user to pick up a paintbrush and paint a virtual canvas. After a short space of time, the creative automatically takes the user to a page with the tagline ‘go ahead make a splash’, allowing the viewer to click through to the AmEx registration website. Issue 2 of PROJECT includes the AmEx ‘Oops’ creative, another short, game-based advert.
Using the accelerometer, the user is able to balance the word ‘oops’ until it shatters into pieces against the walls. This is followed by the tagline, ‘for life’s ups and downs’, and a link through to the AmEx website.
The third AMEX execution utilises the ‘shake’ functionality of the iPad. Users are encouraged to shake the device to trigger the start of the animation, which shows cans of dog food cascading down screen, landing in three separate shopping bags. However there is one stray can of cat food among the deluge.
Once all three bags are full, they are switched and swapped in the style of the magician’s three-cup trick. Users are then encouraged to search for the stray cat food by selecting one of the three bags they believe contains the cat food. Final message from AMEX: ‘If something unusual turns up, we’ll alert you straight away’. All three successful campaigns have seen high click-through rates to the AmEx registration site.
Case study – Kronenbourg 1664
What better way to promote the ’Slow the pace‘ campaign featuring Lemmy from Motorhead than showing the TV commercial? Viewers were offered to watch either the full or short version of the ad. In addition there was the option to watch a short documentary on how the ad was made. Finally, to bring an element of fun to the campaign and to give a truly immersive experience, the app users were able to wipe the condensation off a glass using the touch sensitivity of the iPad.
Charlie Parker, Advertising Manager for Project at Seven, commented: “The iPad has so much potential for brands to engage with consumers at a deeper level. Using existing collateral gives us so much flexibility without incurring huge costs. Seven can create engaging and dynamic campaigns that allow the consumers to fully interact with the brand and move from being a voyeur, to a participator, to purchaser with a few clicks. Brands can include their website, twitter details and forums in their advertisements to ensure consumers have a truly immersive experience with their products“.
App watchers at Appolicious lists Project as one of the most innovative magazine apps of 2010 and “the best example yet of how iPad versions of magazines can transcend the limitations of the printed page“.
Project’s innovative interface changes hourly, to give its global early adopter audience a month of entertainment for less than a price of many newsstand magazines. The innovative interactive magazine encourages contributions from its readers, bloggers, and anyone with something interesting to say.
The latest issue of Project, the revolutionary new iPad magazine, out today, features Stephen Colbert, the satirical US TV pundit in his weirdest photoshoot yet – dressed up as our publisher, Richard Branson! Packed with exclusive interviews and a unique glance into London’s brand new hip hotels, about to be launched in time for London 2012.
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