Sensory Branding in print. Inspiring Case studies of print mailings, ads and promotional

Transcription

1 Sensory Branding in print Inspiring Case studies of print mailings, ads and promotional

2 Introduction - Multi-sensory experience: taste, vision, smell, audio and touch - Current marketing budgeting is focused for 80% on the sense of sight - Print media has unique ability to offer the combination of vision, touch and smell - Digital media is restricted to audio and vision senses - When different senses are offered simultaneously more information can be registered, increasing the traces left behind by advertising - Using more than senses, brand impact and engagement increases by 70% - Emotional connection with the consumer will be longer-lasting and stronger when using multiple senses 2

3 Touch - Haptic experience enhances engagement of consumer - Touch is the sense that cannot be switched off or ignored - Roughness of paper has impact on the way the message is evaluated 3

4 Vision and audio - Examples: bridging technologies (QR codes and Augmented Reality) add moving visuals and audio to static print ads - Invisible, electronic and thermochromic ink - These features add a new dimension in print - Enhances engagement of consumers 4

5 Taste and smell - Smell cannot be blocked from entering the brain, therefore very important in advertisement - Material to taste and smell can be included in a mailing or advertisement 5

6 A MULTI-SENSORY APPROACH IS MORE MEMORABLE 6

7 Cases Sensory print ads 7

8 Warm advert in Telegraph Magazine The charity Age UK ran an advert with heat sensitive thermochromic inks which were used to create interactivity. The ad, part of Spread the Warmth campaign aimed to create awareness for the old and vulnerable on keeping warm, safe and well during the cold winter months. By touching the blacked-out areas in the ad, a warm colour would appear. The ad appeared on the front cover of the Telegraph s Saturday s Magazine. 8

9 Interactive print ad for car insurance Adding an electronic device that gets you into contact with a car insurance company is what makes this ad unique. The paper used for the belly wrap of the magazine is SMS enabled, enabling consumers to instantaneously ask for a quote for their car. It transforms the advert into an interactive device. 9

10 Seedeable car ad Paper is a sustainable product, so are print advertisements. This ad for FIAT takes sustainability and recycling to another level. The insert is printed on seed paper. When planted, a tree will grow from the advertisement. A high-touch - low tech ad. 10

11 Edible Fanta ad Product sampling remains a proven marketing tactic to win over consumers. This print ad does exactly the same - you can eat it and taste the new Fanta flavour. The ad was printed on edible paper. Consumers can tear off a piece of the ad and experience the taste of Fanta immediately. 11

12 Lubriderm Lubriderm, a Johnson & Johnson brand, used a magazine ad to demonstrate the qualities of an exfoliating cream. The ad used a peel-off sticker with a rough surface and a smooth paper underneath to show the effect of the cream. Top-of-mind awareness went to 21% and total sales increased by 16%. 12

13 Parship Roses The German dating site Parship used a full page ad to announce its offer. The ad used the scent of flowers to attract the attention of the readers and to congratulate the newspaper on its 60 year jubilee. 13

14 Esquire This special anniversary issue of Esquire magazine was probably the first to use embedded electronics. The front cover and the inside cover used electronics to light text and visuals. A battery was hidden in between the paper layers on the cover. Ford paid for an ad on the inside cover showing a car driving through lit streets. 14

15 Cases Sensory mailings 15

16 Scratch to know how it feels As part of a mailing, Dove used a scratch card to dramatise what other body washes do to your skin. A simple, yet very powerful demonstration of the product benefit. 16

17 Touching chocolate letter mailing This is probably one of the best tasting examples of sensory mailing. Royal Mail wanted to convince the top 6,000 advertisers in the UK to spend more money on direct mail. Each of them received a personalised letter made of chocolate, inviting the target audience to touch, smell and taste the letter. 17

18 Fast BMW 6M car-printed mailing BMW decided to have a spectacular way to print the mailing to announce the new BMW 6 series. The tyres of the car were used to print the cover of the mailing, resulting in unique copies of the mailing using sensory print. 18

19 Feel how new this second hand car is Mailings offer a great space for 3D messages using surprising materials. This mailing for Chevrolet uses seat wrappers to communicate a message about the "newness" of second hand cars. The feel of the plastic wrapper is an instant reminder of new cars. 19

20 Did you keep your resolutions? How to make people stick to their New Year resolutions? The idea was to send them a box in February with the messages that by now most of the New Year resolutions were broken. A sound chip of broken glass was activated as soon as the box was moved or opened. 20

21 Get a piece of a car cake Part of an integrated campaign, Skoda used an air freshener with a chocolate scent in a mailing. The scent linked perfectly well to the idea of the campaign presenting the new model as a cake, full of lovely stuff. 21

22 Freshly painted Everyone knows the risk of being close to renovation and painting works, one might get some stains. That's the idea behind this mailing from the Airports of Portugal. When the invitation is taken out of the envelope a residue of fresh paint remains on the fingers. 22

23 Raise money with a bullet TOUCHING a bullet might not be uncommon for hunting enthusiasts, but using it as an invite for a fund raising dinner is. Inside the bullet was the real invitation for the Wild Game Benefit Dinner, raising thousands of dollars. 23

24 Edible Survival booklet Land Rover offered test drivers a survival pack when testing the car in the Middle East desert. The survival pack consisted of tips on how to create a shelter and how to find water. In case of emergency the driver could eat the survival booklet. A great concept to use edible paper. 24

25 Nelson Mandela Foundation letter bomb Touching and opening this mailing will be remembered. When the envelope is opened a popping sound was heard like a cracker was exploding. The Nelson Mandela Foundation mailing was asking for financial support from their donors and wanted to remind them of the times of Apartheid when letter bombs were used. 25

26 Mercedes-Benz mailing smelling like mud How to promote a new model of the Mercedes-Benz in a spectacular way? By printing the mailing with mud and a van. A highly unique and effective sensory mail piece was produced. 26

27 Chocolate Stamps The Belgian Post developed a very appropriate stamp using its world famous chocolate. The glue side of the stamp tasted like chocolate and the front side smelled like chocolate. 27

28 Africa Health This recruitment mailing for young doctors used the essential instrument every doctor has: the stethoscope. The mailing consisted of a small box including a touch sensitive music chip that could only be listened to via the stethoscope. 28

29 Fragranced insert for Unilever s Skip Unilever used a fragranced insert to promote its laundry brand Skip. As part of a multi-media campaign the ad was inserted in one of France s leading women s magazines. The scent led to a greater degree of emotional connection with the brand that resulted in an uplift of 50 percent of redeemable instore vouchers compared with similar kind of promotional actions. 29

30 Sydney Morning Herald The Sydney Morning Herald wanted to win back readers that had unsubscribed in the past. As regular mailings with price offers didn t have an effect, the newspaper used the tactility of its newspaper for the promotion. The mailing consisted of a real front cover with a letter on top of it. With a response rate of 9% and a conversion rate of 6% a highly successful mailing. 30

31 Cases Sensory promotional ads 31

32 A business card telling you when to call Instead of making a standard business card, Schwimmer, a pool service company, made a practical one. The card was printed on special ph sensitive paper and changed colour when dipped into pool water. The colour the card turned indicated whether or not the water needed treatment. 32

33 A Real Cookbook A magnificent example of innovation: a cookbook that can actually be cooked. Just put it in the oven and then eat it. 33

34 Sounds like a mosquito A postcard with a sound chip was used to dramatise the risk of mosquitos. The sound chip was activated in cars and of course got the attention of the driver. Sales of the mosquito repellent Off! increased by 80%. 34

35 Smokable Songbook Rapper Snoop Dogg s smokable songbook is made of hemp-based materials, like hemp seed paper and this paper can be used as cigarette paper. The lyrics of his book are printed on this very appropriate paper. The spine of the book serves as a match striking surface. Making the entire book a sensory experience. 35

36 Garage Fitness Club A very appropriate promotion using heat sensitive inks to demonstrate that a slimming diet goes together with doing exercise. When drinks were served in this special glass, the visual started sweating after a few seconds, promoting the fitness club Garage. 36

37 Tampa Bay How to experience the sensation of a stadium? This mailing uses not only a pop-up but also a sound chip to have organizers experience the Tampa Bay Forum. 37