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Follow on Google News | Seven Creates Bespoke Advertising for Virgin's Interactive iPad Magazine 'PROJECT'Seven, the leading customer engagement agency, in partnership with Virgin Digital Publishing, has created the first interactive advertising campaign for iPad apps that fully utilises iPad’s capabilities.
By: SEVEN Seven has a complete understanding of what works best for individual brands to create a visually appealing, interactive campaign that seamlessly integrates video content. Seven’ PROJECT was the first ever iPad magazine app to extend the iPad tablet’s full capabilities to advertisers. The use of ‘physics’ within advertising breaks new ground in terms of interactivity. For the first time ever, users can fully interact with the advertiser’s product by touching, shaking and turning the device to produce uniquely engaging executions using live animations, video and online elements. Case study – Ford UK Ford wanted to promote its new Mondeo Estate. In response, we created a touch- sensitive, multimedia and multi-layered campaign to bring the brand to life. The home page consisted of one image of the car overlaying another – both images lifted from a print ad. The images were spliced so that the reader could scroll across and see the image change instantly. From the front page the app user was led to a page showing a 360˚ video of the engine overlaid with the theme music from the TV ad. Once the video finished four options were given: to play again, request a test drive, request a brochure or to be kept informed. These were click-throughs to Mondeo’s website, allowing Seven to monitor the campaign’s success rate. Case study – Panasonic Panasonic wanted viewers of their advert “To Immerse Yourself in a 3D World” promoting the Viera 3D TV. A campaign encompassing the iPad accelerometer to detect movement and show the ad in 3D: a world first, was created. The front page of the ad replicated their TV ad, which then led to product information about the range before providing details of the Panasonic website. In essence a viewer could potentially go from viewing the brand through to point of purchase within a minimal number of clicks. Case study - Lexus US Rather than showing a typical car advertisement, Lexus wanted to widen its audience to its theme “Not from the future, for it” to highlight “the world’s most advanced driving simulator”, which it has developed. The front page of the ad highlighted the simulator and allowed users to explore the machine and view video clips. This included driver behaviour prediction. From the front page a click-through was created, leading to a spokesperson talking about the simulator with additional options of visiting the Lexus website or to watch the latest commercial on YouTube. Initial feedback shows that Lexus had a high level of click-throughs to YouTube. Case study – American Express American Express wanted to produce a fun interactive campaign for iPad, utilising the assets of their existing campaign to engage potential new customers. We devised three very different interactive AmEx creatives for the first three issues of PROJECT. The first creative, ‘life is a canvas’, enables the user to pick up a paintbrush and paint a virtual canvas. After a short space of time, the creative automatically takes the user to a page with the tagline ‘go ahead make a splash’, allowing the viewer to click through to the AmEx registration website. Issue 2 of PROJECT includes the AmEx ‘Oops’ creative, another short, game-based advert. Using the accelerometer, the user is able to balance the word ‘oops’ until it shatters into pieces against the walls. This is followed by the tagline, ‘for life’s ups and downs’, and a link through to the AmEx website. The third AMEX execution utilises the ‘shake’ functionality of the iPad. Users are encouraged to shake the device to trigger the start of the animation, which shows cans of dog food cascading down screen, landing in three separate shopping bags. However there is one stray can of cat food among the deluge. Once all three bags are full, they are switched and swapped in the style of the magician’s three-cup trick. Users are then encouraged to search for the stray cat food by selecting one of the three bags they believe contains the cat food. Final message from AMEX: ‘If something unusual turns up, we’ll alert you straight away’. All three successful campaigns have seen high click-through rates to the AmEx registration site. Case study – Kronenbourg 1664 What better way to promote the ’Slow the pace‘ campaign featuring Lemmy from Motorhead than showing the TV commercial? Viewers were offered to watch either the full or short version of the ad. In addition there was the option to watch a short documentary on how the ad was made. Finally, to bring an element of fun to the campaign and to give a truly immersive experience, the app users were able to wipe the condensation off a glass using the touch sensitivity of the iPad. Charlie Parker, Advertising Manager for Project at Seven, commented: “The iPad has so much potential for brands to engage with consumers at a deeper level. Using existing collateral gives us so much flexibility without incurring huge costs. Seven can create engaging and dynamic campaigns that allow the consumers to fully interact with the brand and move from being a voyeur, to a participator, to purchaser with a few clicks. Brands can include their website, twitter details and forums in their advertisements to ensure consumers have a truly immersive experience with their products“. App watchers at Appolicious lists PROJECT as one of the most innovative magazine apps of 2010 and “the best example yet of how iPad versions of magazines can transcend the limitations of the printed page“. Project’s innovative interface changes hourly, to give its global early adopter audience a month of entertainment for less than a price of many newsstand magazines. The innovative interactive magazine encourages contributions from its readers, bloggers, and anyone with something interesting to say. The latest issue of PROJECT, the revolutionary new iPad magazine is out now, featuring the award winning US TV satirist Stephen Colbert. But not as you've ever seen him before: dressed up as and taking on Virgin Group Founder Sir Richard Branson in his weirdest photoshoot yet! http://vimeo.com/ To view examples of Seven’s latest ad campaigns in action http://vimeo.com/ -ends – www.projectmag.com www.sevensquared.co.uk For Project Advertising opportunities, contact; Charlie.Parker@ # # # About Seven • Seven is an award-winning, multi-channel customer engagement agency. • Clients of Seven include Virgin, Sainsbury’s, CIMA, English Heritage, Grant Thornton, Guardian Media Group, Lloyds Banking Group, New Look and Waterstone’s. • For further information find us at www.sevensquared.co.uk or contact Shareena Ali, PR, Shareena.ali@ About Virgin Digital Publishing Limited • Virgin Digital Publishing was founded by Giovanni Donaldson, one of Virgin;s budding young entrepreneurs • Virgin Digital Publishing brings the brand to the forefront of new media and cutting edge technology, whilst also returning to Group Founder, Sir Richard Branson’s publishing origins with Student magazine • PROJECT is the first publication of Virgin Digital Publishing. 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