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Bridging the Gap between Digital and Print← back
Print Ad Perfection
We get really excited here at Imagery when we discover innovative methods of marketing and advertising, so it's no surprise that we were pretty pumped about a recent ad campaign by Nivea. For over 100 years Nivea has been one of the leading international skin care companies; which means they have had a lot of time to perfect their marketing and advertising tactics. During the summer of 2013 Nivea launched an ingenious magazine ad that elevated the relevancy of print advertising.
Print ads get a bad rap in today's digital world, but with this new Nivea campaign, the tables have been turned. Drum roll…what did Nivea do? They included a solar-powered charger in a magazine ad so that people could charge their cell phones while on the beach. Brilliant! Watch the video to see for yourself.
This ad bridges the gap between digital and print to become a tangible and useful piece of content, no easy task for magazine ad. Nivea gave its customers and buyer personas an ad that solves a real need. Potential customers want to stay outside in the sun longer during the summer, but their smart phones and devices don't have the battery life to stay charged. With the Nivea ad, a person could stay out in the sun longer (thus requiring more Nivea sunscreen) and keep enjoying that new beach read on their Kindle or iPad.
It may not make sense to spend ridiculous amounts of money on a technologically advanced print ad, but it does make sense to use your marketing to prove to customers and target audience members that you want to help them.