Print has been a staple of advertising since the beginning, but with the widespread adoption of the Internet and social media, it’s now the first to be cut from a marketing plan to save costs. One of the main benefits that online advertising currently provides over print is interactivity with an audience.
Many advertising professionals suggest that print is dead, but according to Forbes, print is a “powerful and necessary component of a modern ad campaign”. Print’s advantages include tangibility, credibility, branding, target marketing and, in some instances, engagement.
Check out this Forbes article for their rationale.
Forbes suggests using QR codes to help bridge the gap between print and web. Although a great tool, QR codes need to be used with caution, as they take the user away from your ad. Below are a few examples of how you can reap the benefits of print, while harnessing some of the valuable interactivity of the web.
Lexus ad using CinePrint technology:
Everything is branded these days, from your local plumber to your province. Surprisingly enough, the most well-known brand in the world, the United States of America, has decided for the first time in 236 years to create a federal brand strategy. Canada, in comparison, has been on the tourism brand-wagon for almost 20 years now. As a result of a declining economy and American travel, President Obama has established the first national strategy to promote inbound tourism to the U.S.A.
Imagine you are a brand that’s slowly losing market share on a annual basis. In this situation, you can go one of two ways: sit back and do nothing while you await your chariot to brand afterlife (*cough* RIM *cough*) or plan something truly daring and explosive to step back into the spotlight.
This is essentially the dilemma international footwear company K-Swiss was faced with earlier this year. They needed to do something drastic to get back in the game and specifically break into the training shoe category dominated by Nike, Adidas and Reebok. Their audience? College kids, especially the guys who work out. They had to do something so out there and non-traditional that it couldn’t possibly slip under the radar.
Juniper Park is based in Toronto. It has a number of major clients, like Quaker Foods, Virgin Mobile Canada, and Frito-Lay. It has won a bucket of accolades from the Effie Awards, Canadian Newspaper Association’s Extra Awards, the Canadian Marketing Association Awards, Communication Arts and Applied Arts, and has talent lined up in the lobby scratching their heads trying to figure out what it takes to get an interview.
Derek and Laurent, two young Joes from Toronto, went on a mission to get a job at Juniper. They pondered the question, what does it take to get a job at an award-winning agency like Juniper Park?
One Saturday afternoon, these two legends set up camp in the lobby of Juniper Park and created a video in hopes to win a seat at the agency. Their video is unscripted, low-budget, and very clever. Made with only a black marker, white construction paper, and a video camera, this video is bound to leave you feeling warm, fuzzy and inspired. Their video is actually an intro to their site, which gives you a chance to warm up to them and see the awesome work they have done in the past.
They asked, “How do you impress an agency on a shoe-string budget?” Well, let them show you here: http://willderekandlaurentgetajobatjuniperpark.com/
So, did Derek and Laurent get a job you ask? (more…)
It seems traditional Tuscan landscapes, winding roads and sunsets just won’t cut it in today’s world of car commercials.
Everywhere you look, automotive companies around the world are going the extra length to be memorable in the eyes of their valued customers in an attempt to differentiate themselves against (more…)
After watching some of the best Superbowl ads to date, our office debated over which ones took the top spot – here are our winners (more…)
An interesting topic of conversation among Canadians from East to West has always been, where is the best place to visit and spend those hard-earned tourism dollars?
Considered a trivial question to some, this topic has been water cooler conversation for generations. (more…)
Vancouver City feat. Linda Ganzini (Official Video)
I stumbled across this video on Youtube and thought it was worth sharing.
If you have sat through previews in a movie theatre, or watched a couple commercials on TV lately, you’ve probably come across this great ad from the famous beer company Stella Artois. This iconic Belgium brew has been a staple in North America for being considered a “little taste of Europe” with every sip. Their latest ads stay true to their European roots with a pair of stylish and well-groomed men fighting for the affection of a French-looking damsel who can’t receive service for the life of her at a boutique cafe. See below:
As the mo-movement month of Movember comes to a close, Eclipse would like to thank all our mo-supporters who made generous donations to help us fight men’s prostate cancer! Because of your contributions we were able to raise a quick $865.00 in cold hard cash towards this great cause.
Feel free to check out our fun little youtube video below to watch each of our guy’s mustache progression throughout the month.
Thanks again for your support, we can now retire our mustaches for at least another 11 months. To learn more about movember, click here.