Tag Archives | Print

Edible Survival Guide Helps Land Rover Owners Survive

Everyone knows that “the medium is the message”, but no ad that I’ve seen in recent memory proves that point more than this print ad from Land Rover, called the Edible Survival Guide:

Land Rover Survival Guide

The guide aims to emphasize the exotic adventures that Land Rover owners are supposed to undertake, and includes the tools and information needed to survive in the desert:

  • The cover is made with the same reflective material used by the army, and can be used to signal for help.
  • The metal binding of the guide can be made into skewers, so stranded drivers can spear and cook any animals they’ve hunted.
  • The 28 page guide details all of the indigenous animals and plants in the area that are safe to eat.
  • The pages of the guide also include information on how to make a shelter, build a fire, and a map in case drivers wish to try and walk their way out of the desert.
  • Plus, if needed, the book itself can be eaten to provide the owner with a few additional calories. The pages are made of potato-based starch paper and printed with glycerin based ink, resulting in something that’s 100% safe to eat, with relatively the same nutritional value as a cheeseburger. (Though probably not the same taste.)

The ad was created by Y&R Dubai, who described the idea as follows:

While Land Rover vehicles can take on any obstacles in the desert, it cannot be said the same of their owners. Sandstorms, deadly animals and sinkholes are just a few things they might encounter. And when they venture deep into the desert, even the most experienced drivers can quickly succumb to the harshness of the desert. This book teaches them the basics to staying alive in the Arabian Desert, hence reinforcing what Land Rover stands for in a fun and engaging way.

The campaign was so successful that all 5,000 of the original books were quickly claimed, and Land Rover decided to print an additional 70,000 copies to include as an insert in a popular print magazine.

Sounds like a winning idea to me!

Ford and Lexus Experiment with the Sports Illustrated Swimsuit Edition

For this year’s Sports Illustrated Swimsuit Edition, two car companies created unique ad campaigns specifically for the issue, but also extended those print campaign into the online and mobile world through unique added content: Ford, and Lexus.

Ford Dalena Henriques

Ford’s ad for the new 2013 Mustang featured a tease of a model named Dalena Henriques. She only appears once in the magazine, in Ford’s ad, which is odd since most models make repeat appearances throughout the issue. However, there’s a good reason for this oddity: Dalena Henriques is a made-up model that Ford created for their swimsuit spread.

Ford was counting on readers to search for more of Dalena by firing up Google and searching for her name, since that search would more than likely end at DalenaHenriques.com, the only site that existed for this made-up model.

Dalena Henriques

On the site is a collection of additional photos of the car, each with additional, partial glimpses of ‘Dalena’. The photos show off everything from the taillights, wheels and hood vents to the interior, navigation system and door handles, and each includes a pun-filled caption from Dalena as she talks about how excited she was to be featured in the ad.

By guaranteeing that all searches for Dalena Henriques would end up on a site that Ford controlled (at least for a little while until posts like this flooded Google with her name), they were able to direct and control all search results without spending a single dollar on Search Engine Marketing.

Tori Praver Lexus Ad

Lexus decided to go with Tori Praver, an actual swimsuit model, for their ad. For the print version, Tori’s photo was turned into a race track, with ‘curves’ that only the new 2013 Lexus GS F Sport could handle.

While the concept is novel, it’s the extensions of the ad that caught my eye.

As many bikini-filled ads often do, the Lexus campaign included a ‘making of’ video that showed off a few additional views of the car, along with extended views of Tori Praver. (To be fair, this is to be expected, given the intended audience of the issue, and the ad.)

Taking things a step further though, they also released a game for iOS devices called TORI 500, where players were challenged to “see what it’s like to race the all-new Lexus GS around Sports Illustrated Swimsuit Model Tori Praver”.

Tori 500

Unlike a print ad, which will be viewed briefly while flipping from one page to the next, a mobile game is something that guarantees extended interaction between the user and the brand, and helps to increase the exposure time of the campaign.

Finally, in addition to the game, Lexus also created an app called Super Modeled that lets you take Tori Praver and/or the Lexus GS F Sport and “place these two famous models in virtually any photo on your iPhone”.

Given the recent explosion in popularity of photo editing on the iPhone, this was a smart move by Lexus to take advantage of this trend with a simple app that’s still likely to see heavy use.

Both Ford and Lexus were smart to test out experimental extensions on a large and highly targeted placement like the Sports Illustrated Swimsuit Edition. Regardless of how these extensions perform, the print ads still serve their main purpose in the magazine, and any additional interaction with the campaign through these digital and mobile experiences can be viewed as icing on the cake.

Vodafone and Cubeecraft Make Holiday Clones To Help Spread Cheer

Holiday Santa

The holiday season often brings out the worst in advertising, as companies know that they need to make a holiday push to get themselves into the public eye, but they don’t take the time to do it right because they figure that everyone is already in the buying mood, so there’s no need to put effort into motivating sales.

However, standout (and unique) ads will always prevail, so I’m going to highlight some of the best from this holiday season, and look at why they succeeded when others failed.

Vodafone Christmas Clones

The first campaign to catch my eye was Vodafone Christmas Clones. For this campaign, Vodafone teamed up with Cubeecraft, which is the leading designer of papercraft toys, and made a set of holiday characters that users could customize right on the Vodafone site using built-in tools. If you’re not familiar with Papercraft, it’s the art of printing, cutting and folding a single sheet of paper to turn it into a custom toy, and through interlocking tabs and clever construction, the toys don’t need any tape, glue or other messy adhesives to stay together, so you can make them easily and then take them apart and rearrange the pieces to form new characters or creations.

Vodafone Christmas Clones Selector

For the Christmas Clones project, Cubeecraft designed a set of ten papercraft characters that were all themed around various parts of the holiday season. There’s Santa, a Snowman, an Elf, Mrs. Clause, and an Angel for traditionalists, a Beach Babe for those that like to escape the winter weather, a Turkey and a Cook for those that enjoy time spent in front of the stove during the holidays, and a Cricket Player for those that are die hard Australians. Each is selected via a rotating page that changes its background to match the theme of the character, and the overall experience is very fluid and easy to use.

Vodafone Christmas Clones Custom Face

Once you’ve made your selection, the real fun begins as you can upload a photo of you or a friend to customize the face of your character. The upload process is also very easy to use, and then you’re presented with a few simple tools to move, rotate and stretch the picture to match the position of the face. The site provides a live preview of the end result as you change each setting so that you can keep an eye on what it’s going to look like, and each tool works as expected without a lot of extra explanation needed. Finally, when you’re finished adding the photo to your character, it ‘clones’ you, and then you can either print out your character to make it yourself, or send it to a friend as a holiday card so that they can print out and make their own little clone of you.

It might seem like a loose connection to the product, since papercraft toys and cell phone service are pretty far removed, but Vodafone’s current slogan is that you can share the love and be everywhere you want to be this Christmas with Vodafone, so a little cloned version of you that your loved ones can print out and keep close by is about as close to being everywhere you want to be as possible without the aid of time travel.

Social Buttons

Lastly, Vodafone did all the right things that they needed to do to help this campaign go viral by offering a $5,000 prize to one lucky clone maker, getting Cubeecraft to market and promote the campaign to their own users on their own site and adding in social media and social bookmarking buttons that are a focus of the page and are easy to access and use. The buttons aren’t perfect, because there’s no way to tell what each one does without clicking it unless you’re very familiar with each site’s logo, but it’s not a terrible mistake either, and could have been remedied with a simple rollover title or other such hint. Though you can’t force a campaign to go viral, you can take a good campaign like this one and help it along the way, which is exactly what Vodafone has done with their Christmas Clones.

The Good:

  • Unique, little-known but fun and easy craft art grabs attention and provides value to the user.
  • Partnering with Cubeecraft allows Vodafone to leverage that name and its existing community while focusing on the marketing and allowing Cubeecraft to focus on creating a quality product that many will enjoy.
  • Easy, simple navigation provides a low barrier to entry.
  • Social Media, Social Bookmarking and Send to a Friend features further extend the virality of the campaign.
  • Campaign was a natural extension of an existing slogan.

The Bad:

  • Christmas focus eliminates non-Christian users, even though some of the characters were religion-neutral, and the site could have been easily converted to be more general holiday themed.
  • Lack of a campaign specific URL on the TV ad misses out on additional, easy to capture opportunity for extension.

The Future:

  • Customizable but still desirable knickknacks allow companies to cheaply and easily provide added value to users and increase virality while high value partnerships bring over an existing audience and keep creative costs low.

Vodafone – Christmas Clones

Photo Via: kevindooley