'The Stolen Print Ad' Comes Destroyed to Grab the Attention of Readers
Alexander Lam — June 14, 2013 — Marketing
References: fautor.md & ibelieveinadv
A campaign called 'The Stolen Print Ad' for the Fautor Rhein Riesling wine surprised readers of a magazine by coming pre-destroyed. The ad aimed to catch the attention of viewers by straying from the traditional print format. Instead of remaining square, the ad was pre-ripped and was given the tagline "Valuable things deserve to be stolen." As a result, the ad implies that the wine is so good that someone tried to steal the magazine ad.
The Stolen Print Ad was created for the Moldovan market by ad agency Piko. As a result of Piko's creative thinking, the ad made an emotional connection with customers. Distraught readers called the magazine and wine firm to inform them that someone tore out the ad.
The Stolen Print Ad was created for the Moldovan market by ad agency Piko. As a result of Piko's creative thinking, the ad made an emotional connection with customers. Distraught readers called the magazine and wine firm to inform them that someone tore out the ad.
Trend Themes
1. Print Ad Disruption - Creating print ads in non-traditional and disruptive ways to catch viewers' attention.
2. Interactive Advertising - Using interactive elements in advertising to increase engagement and emotional connection with customers.
3. Subversive Marketing - Using subversive and unconventional tactics in marketing to create buzz and stand out from competitors.
Industry Implications
1. Marketing - The marketing industry can use the success of the pre-stolen print ad to explore more non-traditional and subversive tactics in their campaigns.
2. Print Media - Print media can incorporate interactive and disruptive elements, such as pre-destroyed print ads, to increase reader engagement and create memorable experiences.
3. Wine & Beverage - The wine and beverage industry can explore using innovative advertising techniques like the pre-stolen print ad to create emotional connections with customers and differentiate their brands from competitors.
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