Ad: Two-page advertorial for O2 in 3-D
Integrated ads have been an option in several newspapers for some time, but, by running a 3-D advertorial for O2, thelondonpaper has taken an old concept and turned it into a fresh and innovative creative solution.
Thelondonpaper is looking for ways to set itself apart from its competitors and is trying to push the boundaries of what is possible commercially in print.
I believe this is a media first for thelondonpaper in terms of it carrying 3-D advertising, and this shows clients and agencies that thelondonpaper will work together with them to find other ways to engage and interact with audiences. As buyers and advertisers, we thrive on these new concepts and support these ideas.
It was certainly different, but I felt it let itself down slightly. To the 400,000-plus people who didn't receive glasses, this might have seemed like just another advertorial with poor print quality.
That wouldn't be good news for either the title or advertiser.
For this reason, you sometimes have to question the extra cost of investment for these type of creative ideas. Did the ad need to be made 3-D at all?
While I applaud the creativity, I'm not sure if the audience would get a good opportunity to interact with the ad in the desired effect.
The concept may have worked with a monthly or even a weekly magazine, but thelondonpaper hardly has the shelf life for this to be a viable option. Also, would this time-poor audience take the time and effort to do this?
Even if you did get one of the 100,000 pairs of 3-D glasses, would people put them on in a rush-hour tube, train or bus?
Sometimes we should be confident that placing a normal display ad in a newspaper is strong enough to achieve standout.
- Review by Dominic Williams, head of press, Carat.
_1.jpg)
.jpg)
