In a UK first, Marie Claire inserted a video ad on the pages of its October issue, set to play once a reader turns to page 35 and 35. Despite featuring in a limited run, the campaign generated a huge amount of media buzz both online and offline.
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Brand: Procter and Gamble | Country: UK | Agency: MediaCom | Sector: Media, Digital, FMCG | Format: Video, Magazines
The 2012 October issue of Marie Claire UK incorporated a black-and-white commercial for Dolce&Gabbana fragrance, the first UK display advert of its kind.
Appearing on pages 34 and 35 in a limited run of a few thousand copies of the issue, a male and female model pose in a coastal scene and when the page is opened, the 45-second spot (directed by Mario Testino) automatically plays.
Watch a video demo here:
Justine Southhall, publishing director at Marie Claire, said: “We are so delighted and proud to be the first UK magazine to bring our readers this fabulous technology,” adding, “Having the video in the magazine is a truly magical experience. With additional support on marieclaire.co.uk and our social media channels, it has already become a ‘must see’ experience.”
Procter & Gamble, the company licensed to produce the fragrance, placed the ad through media agency MediaCom.
IPC's Innovator team, which delivers multimedia direct marketing campaigns, managed the insertion of the ad.
The technology was developed by US firm Americhip, and has already been used in other publications in the U.S., Spain, and Russia. Most recently, it was used to promote Bacardi in Russian Vogue.
Americhip’s Video-in-Print technology, introduced in 2009, offers paper-thin, full motion, high quality video content in print and can hold up to 45-minutes of crystal-clear video with clear sound quality according to its video.
The screen is based on TFT LCD, thin-film transistor liquid crystal display technology used in laptop computers and other products. CBS caused a stir in 2009 promoting its fall season by shipping tiny video clip displays along with issues of Time Inc.'s Entertainment Weekly to retailers.
Americhip used 2.4 inch diagonals, the same size used in many cellphones, iPods and other devices combined with an audio-visual processor, dynamic random-access memory and flash memory for storing digital content.
Watch the video here:
