“Print is dying. Digital is the way to go”
Since the past few years, this has been the battle cry of a lot of media managers and brand managers. Maybe because of this threat from digital, the print (magazines, newspapers, leaflets etc) category is seeing some long overdue action. Brands and publications have started working out print innovations to get people talking. And also to allow people to experience the product benefit.
I have seen quite a few print innovations in the last few months, across magazines and newspapers, across brands and industries. But today, I am going to discuss three of my favorites.
- Tata Tiago- Virtual Reality Test Drive in Newspaper
- Helpage India– Cataract Awareness and Donation Leaflet with Newspaper
- Dove Intense Repair Shampoo– Live experience of frizzy hair via Newspaper
Let me explain why I like these print innovations so much.
1. Tata Tiago- Virtual Reality Test Drive
Agency- LodeStar Universal
Date of Publication- April 12, 2016
Brand- Tata Motors’ Tiago
What- A DIY cardboard Virtual Reality (VR) Headset stuck to the print ad. Readers with smartphones could assemble the headset, following printed instructions and take a Virtual Test Drive of the new Tata Tiago.
Why do I like it- Firstly, I like the fact that the brand went all out in terms of expense. They stuck these VR headsets to every Times of India in Mumbai, Delhi, Bangalore reaching roughly 23 lakh readers. Secondly, they combined print ad with digital in a seamless manner, stamping the product in the minds of the reader turned viewer turned “person who got an ‘experience’“.
I saved the headset from that day on. My 8 year old neighbor came the following month to borrow the headset for a school project. So, the third reason for liking the print ad innovation is that it extended the life of the print ad which usually has a life of only a few minutes!!
2. HelpAge India- Cataract Awareness and Donation for the Aged
Date of Issue- April 25, 2016
Brand- HelpAge India
What- A leaflet was inserted in the newspapers. A translucent piece of paper was stuck on it. Readers were urged to view the image of an old person through the translucent paper, enabling them to experience the pain of cataract sufferers.
Why do I like it- The biggest reason for liking this print innovation is its minimal cost of implementation combined with effective customer experience. Normally, cause marketing activities have a healthy dose of guilt tripping but this insert was not trying to make the reader feel guilty enough to donate. It was enabling the reader to experience the pain of the senior poor people and do something about it.
3. Dove Intense Repair Shampoo- Live experience of frizzy hair via Newspaper
Date of Publication- August 7, 2016
What- A print ad with a small cut with a hair strand image. The ad suggests the reader to wet that hair strand image to see the effect of monsoon on the hair. On contact with water, the hair strand develops frizz or splits.
Why I Like It- I like its simplicity. I like its ease of execution and I like the instant proof of the problem the product solves. When you are asked to wet a piece of paper, you do it. Since not too many print ads ask you to do that.
Three completely diverse products/ services; three completely different approaches to print innovation but one single result- Staying in the minds of the reader for a long time after!
Did you like these? If you have more examples of print innovations that have stayed with you, do share them in the comments below.