S Porsche Wows Inc. Readers with LED Print Ad
We usually start the week of with a heavy dose of Hamspiration in video form. Not today. Don’t fret, my pet. This dose is different, but definitely just as good: leave it to the innovative brains at Porsche and Cramer Krasselt to build a print ad using LED lights. The Inc. ad allows readers to press buttons on the page to get the high-tech 411 on the Porsche 911. With each touch, sweet graphics and mind-blowing info about the car’s turbo-charged engine, aerodynamics, and digital systems magically appear.
But how?! Okayokay, we’ll tell you. Basically, the creatives at C-K tested heaps of print materials (paper, plastic, vam je ime) to find the perfect combination of light diffusion so that only certain car components would show when the corresponding button on the page was pressed. That’s the simple version of how they achieved the wow-factor C-K’s creative director Rick Standley was seeking, “Every contact with the brand should be the antithesis of mundane—because that’s what every Porsche is designed and engineered to be.”
The insert ran in 10,000 Inc. print issues, to subscribers living in affluent areas near Porsche dealerships. Targeting is a beautiful thing, no?
