Macromark (www.Macromark.com), a progressive direct mail company specializing in acquisition, retention and monetization, weighs in on Porsche’s latest print ad campaign that uses a hologram. —
Porsche has created what it is calling the “first interactive hologram print ad.” It will be featured in the upcoming issue of Fast Company magazine and sent to 50,000 of the wealthiest subscribers. (Source: Gianatasio, D., “Ad of the Day: This Porsche Magazine Ad Brings the 911 to Life as a Floating Hologram,” Adweek web site, March 30, 2016; http://www.adweek.com/news/advertising-branding/ad-day-porsche-magazine-ad-brings-911-life-floating-hologram-170495.)
“What Porsche is doing is a great example of how it’s possible to make print ads exciting,” says Dave Klein, president of Macromark. “They found a way to innovate within print and target a specific group of consumers who they know will be interested in their product.”
The product is Porsche’s new 911. On one of the pages within the four page spread, Porsche provides an acetate prism. They then give instructions on how to assemble the prism onto a tablet, which is where the holographic image of the new 911 comes to life in video.
“This is engagement on a different level,” Klein continues. “Consumers are directly interacting with the ad, which makes it so much more memorable. And to see the blend of print and digital is another win for Porsche.”
Porsche plans to distribute 100,000 glass versions of these prisms exclusively through direct mail. Representatives from Porsche said creating the technology for this hologram took months of work, but they believe the payoff will be worth it once the fans begin sharing it throughout their platforms. An LED version of this ad will be available in the May issue of Inc Magazine.
“Marketing is about standing out, and Porsche has done that with its latest campaign, which seems like it’s really just getting started,” Klein concludes.
Macromark Inc. specializes in providing targeted and relevant consumer and business lists used for prospecting, lead generation, and direct marketing sales. The company is one of the largest direct mail and targeted-list brokers in the U.S. and provides additional services in e-commerce, insert media, print media buying, and database marketing services.
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