Fairfax Media brings Peroni calendar to life through unique in-magazine video
In a media first for Australia, Fairfax Media has devised a unique creative advertising solution for its client, Peroni, the number one premium Italian beer. For the first time, readers will be able to view video content in the pages of a magazine.
The July edition of the (Melbourne) magazine and the (Sydney) magazine will include a paper thin video screen featuring Peroni’s beautiful “Calendario” television commercial, inserted in a portion of the print run.
Fairfax Media creative manager, Zac Skulander, said: “We are delighted with the results of this initiative which we’ve been working on for almost a year.
“We have seen some overseas examples using this technology for stand-alone direct marketing exercises, but what we really wanted to do was to integrate this into the pages of our magazines which we knew would be a world-first.
When Ikon Communications briefed us to bring the Peroni calendar to life, we knew this was the perfect creative solution. Full credit to both Peroni and Ikon for being as passionate as we are when it comes to creativity and innovation in advertising.”
Jenny Carey, marketing manager, Peroni, said: “Peroni equals Italy and Italy equals style. – a unique and innovative offering in the world of beer . This leading edge approach is a perfect way for us to showcase our brand to discerning consumers who have moved on from more conventional media.”
Communications Manager at Ikon, Philip Bingemann, said: “Peroni have always had amazing content. The problem is that their core audience has traditionally been extremely hard to target, especially with video content.
Fairfax helped to solve this issue with this incredibly innovative initiative to target a niche audience, which we then extended through other online assets to provide a multi platform solution.”
The credit card-sized video screen gives readers the opportunity to view a beautiful recreation of an original 1960s television commercial.
The new “Calendario” TVC was shot in Bellagio, Lake Como and features stylish models from around the world. Unlike a conventional television campaign, readers are also able to view a glimpse of “behind-the-scenes” activity.
Ed Harrison, Fairfax media commercial director, said: “The (Sydney) magazine and the (Melbourne) magazine have been innovators since launch, and continue to lead the way in newspaper-inserted magazines.
This project is a perfect example of how Fairfax Media is working hard to think outside the box and ensure our clients enjoy cutting-edge creative use of all our media platforms. Our clients can expect to see many more pioneering advertising solutions like this in the future.”
The (Melbourne) magazine July edition will be published with The Age on June 23, while the (Sydney) magazine will appear with The Sydney Morning Herald on June 30.
A team of Peroni models will hand distribute the special edition magazines in key CBD locations in both Sydney and Melbourne.
12 Comments
So getting models to hand out a few copies which actually have this technology to random people in the city is the best way to target “their core audience has traditionally been extremely hard to target”?
Impressive technology no doubt, but why bother?
Won’t make me buy their beer.
Wasn’t in my copy.
great tits
Bummer of a shoot to go on.
What video??? Great set of norks…
Like like.
Cultural Cringe aside, is a “media first” in Australia really a big deal when it was essentially done 2 years ago in the States?
http://www.wired.com/epicenter/2009/08/cbs-embeds-a-video-playing-ad-in-a-print-magazine/
@Ben makes a good point… execution and placement is one thing, distribution is another.
Also, the best way to target the “discerning, core” audience is by using tits? Funny. That’s the same way bogan brands target the lowest common denominator.
Guys, I think you’re missing the bigger picture here.
It’s a video. In a frikking magazine.
However you choose to slice it, it’s still cool. And while only a few people will get a copy, heaps more will hear about it. Why? Because it’s a video. in a frikking magazine. Geez.
I think the day will come when people/advertisers realise that all ‘behind the scenes’ does is undermine the real content by stripping away the fantasy that we have spent a gazillion man hours learning how to create.
this disposable video in a magazine does not sound very Green either… Just sayin’.
I totally agree with you Simon. I think it was a great idea and I hope to see more of this! I actually really appreciate the effort and thought that has gone into this project just for a small audience to receive it and I’m so glad to have gotten one.
And I wouldn’t exactly call it “disposable”. You’d have to be a fool to throw it away because it has a USB plug on the back of the insert which lets you reuse it in your own creative way with your own videos on there!
I just wish I had picked up more than one copy…