Source: Adweek
Here is one example that shows print advertising is not dead, despite the many claims to the contrary. There are still people who find great creative ways to use it to promote all sorts of things.
In this case, Irish telecom operator eir (yes, a telecom operator), promoted their call service by replacing each and every black dot in the Mail Magazine with a colored one. And it wasn’t just periods, but also the dots above the letters i and j, and all the others you can think of.
Why? Well the operator sends a message „No more black spots“ on the back of the magazine, promoting their WiFi Callign service which switches to Wi Fi networks whenever the regular signal is too weak (usually referred to as a black spot)
The stunt was created by ad agency Rothco, which told Adweek it took quite some time to get one of the publishers to get on board with the idea, and especially stressed the painstaking process of going through the entire magazine, looking for every single black spot to replace it with a colored one.
Creative director behind the whole stunt, Shane O’Brien, added: „We should also probably apologize to the designers at the Daily Mail, who had to sit up all night combing through the entire magazine replacing black dots, one by one.”
