7 impressive examples of interactive print adverts
In this article, we’ve compiled seven fascinating examples of exciting print adverts that immerse you in the world of creative advertising and offer you a ‘digital’ experience.
In the age of the internet and social media, one might think that print is dead. The interactive possibilities these channels offer for advertising purposes seem endless and more entertaining than a traditional print advert. But there are clever brands and companies that prove the opposite and make you rethink these preconceptions.
That’s why we’ve put together 7 impressive examples of exciting print adverts. So dive into the thrilling world of creative print adverts that offer you unique experiences. They’re definitely worth a look!
1. Glacial
Imagine you’re flicking through a magazine and come across a beer advert. If it’s a clever advert, it’s bound to make you fancy a cold beer. But what if you hadn’t thought to pop a few bottles in your fridge? This scenario is a thing of the past – at least if you’ve seen an advert for Glacial beer. In Brazil, the brand printed an advert alongside instructions on how to use it to chill a bottle. All the reader had to do was tear out the page, hold it under running water and wrap it around the bottle. Once in the fridge, the beer then cools twice as fast as it would without the wrapper. To achieve this effect, the advert page had been treated with special salt particles embedded in the paper.
2. Shikun & Binui Solaria
“Show, don’t tell.” This may well have been the challenge that Shikun & Binui Solaria took on to promote green energy. To this end, the Israeli energy company developed a print advert that is itself powered by solar energy. At first glance, the advert’s design looks like a black-and-white sketch. But when exposed to sunlight, vibrant colours and additional text appear.
3. Kontor Records
To be honest: Kontor Records did not publish a traditional advert in a print magazine. Instead, they chose to send out a vinyl record with a paper record player, which could be played after scanning a QR code with a smartphone. The reason for this was that the targeted directors and creatives in the agencies usually receive vast quantities of samples, which they simply ignore. So the dance music label had to stand out from all its competitors. And it paid off: 71 per cent of the 900 QR codes were scanned, and 42 per cent followed the link to the online shop!
4. Peugeot
How can you convey in a print advert that one of a car’s greatest advantages is safety? Peugeot found a clever way to do just that. In a full-page advert, they asked readers to ‘hit’ the image of the cockpit. When they did so, a mini airbag inflated. In total, the car manufacturer produced 50,000 airbags, which were printed in Brazil’s leading business magazine Exame.
5. Lladró Lighting
Let there be light. With its print advert, Lladró managed to delight readers by reminding them of their childhood. Like a pop-up book, the advert page could transform into lampshades. The campaign illustrates very well that adverts are sometimes as practical as they are informative. The advert featured three different vibrant colours and dynamic geometric shapes, giving it an appealing touch. Ultimately, its unique look encouraged readers to share their pop-up lamp creations on social media.
6. Sonera
As Finland’s first 4G provider, Sonera wanted to demonstrate this pioneering role in traditional media too. For this reason, the telecoms company developed a print advert that served as a game board for a smartphone game. To highlight 4G mobile speeds, the game was designed to test the reader’s reaction time and challenge their friends, thereby further promoting this feature. As a little extra bonus, the winner had the chance to win a Sonera 4G.
7. CW Network
Can you imagine a video clip playing in a print magazine? No? Then take a look at this internet-connected advert from The CW. As part of an advertising campaign for its autumn series, the TV channel inserted LCD screens displaying a live Twitter feed into 1,000 copies of Entertainment Weekly, which were distributed in New York and Los Angeles. The core element of this advert is a bespoke, smartphone-like Android device with an LED screen and 3G connectivity, encased within two thick, stiff pages inside the magazine.
FAQ – Frequently Asked Questions
Interactive print adverts are advertising materials that go beyond mere reading or viewing to enable an action or additional experience. These include, for example, QR codes, integrated displays, pop-up elements, games, special papers or links to digital content.
The connection is created through technologies such as QR codes, smartphone apps, augmented reality, embedded screens or internet-enabled components. This allows readers to go directly from a printed advert to videos, online shops, games or other digital content.
Interactive print adverts can increase attention, extend dwell time and foster a stronger emotional connection with a brand. By linking print and digital content, measurable interactions and further conversion paths can also be created.
Possible formats range from fold-out pop-up adverts and playful print products to temperature- or light-sensitive materials, mini speakers, displays and QR code campaigns. The most suitable implementation depends on the target audience, message, budget and desired interaction.
