Peroni places TV ads in magazines
In what has been claimed to be a media first for Australia, Peroni has placed TV ads in magazines.
Through a deal with Fairfax, a recreation of the premium Italian beer’s 1960’s Calendario TV commercial will appear on credit card sized video screens in The (Melbourne) Magazine in The Age and The (Sydney) Magazine with The Sydney Morning Herald. The reader can even change channels between two commercials.
Philip Bingemann, communications manager at Ikon, the media agency behind the campaign, told Mumbrella that with the media budget at their disposal, and the audience they wanted to reach, there would have been far too much wastage to run the TV ad on television.
That is pretty damn cool.
Wasn’t in the two Melbourne Magazine’s I’ve picked up so far?
Any chance of a trip to Italy to see what they think of it?
Wasn’t in my Melbourne magazine either.
What a scam!
This is very cool. Please get in touch with us about presenting this at ad:tech next year.
Awesome…..magazines being digitally creative….i like! Bet it cost a bomb though!
DO YOU WANT TO CREATE A VIDEO IN PRINT WE DESIGNED AND DEVELOPED THIS PRODUCT FROM CONCEPTION.
Americhip has dedicated their team in developing the technology and the first in the world to bring this technology to life around the globe.
We are proud to have produced the very first in Australia for AUDI as a DM piece.
It is an amazing tool to combine Video with Print media.
http://www.americhip.com
Cathy Kleinberg
ckleinberg@americhip.com
New Business Development Manager
0447 468 500
Please contact me if you need more information:
Check out our website if you want to know more about the company and the people behind this amazingly innovative product.
cool, expensive much?
FYI, the Peroni micro TV is inly available in select copies of the Melbourne and Sydney Magazines with Melbourne Mag version being handed out in the CBD today (June 24) outside Media House in Collins Street from 12.30pm. Unfortunately it’s not something that could be delivered rolled up in plastic … maybe when they invent rollable screens! cheers Angus (Melb Mag ed)
It’s a limited print run.
Who else clicked on the article because of the image?
Is this actually real?? Has anyone seen it? It’s either very very cool or someone is being taken for a ride….
Just seen it, looks amazing and has media award written all over it.
Shame the paper weight on the backing page wasn’t a bit thicker, preventing it from crumbling the page on the DPS.
Oh, it’s an insert? I wonder what the barriers were to doing it “properly” (the way they obviously wanted to), actually ON the magazine page? Should be a simple matter of dropping it in before binding and trimming…
Angus, where is it available in Sydney?
SADLY AFTER GIVING FAIRFAX PRICING THEY ENDED UP USING A KNOCK OFF COMPANY INSTEAD
……..SO NOT SURE IF THEIR QUAILITY .? OF THIS PRODUCT!
WE ARE THE INVENTORS OF THE PRODUCT AND HAVE BEEN PRODUCING THEM FOR OVER A YEAR WITH 100 QUALITY!
WE HAVE WORKED WITH SOME OF THE WORLD LEADERS INCLUDING
AUDI, PEPSI, MAZDA, LEADING PHARMA COMPANIES JUST TO NAME A FEW WITH OUTSTANDING QUALITY AND ATTENTION TO DETAIL.!
There is nothing clever or amazing about taking someone else’s idea and claiming it as your own.
Shame on you Fairfax
APRIL
CHECK OUT OUR WEBSITE THEY ARE REAL FOR SURE!
http://WWW.AMERICHIP.COM
CHEERS
CATH
Hi, will be available in Sydney when the Sydney Magazine comes out June 30, will be handed out at CBD locations there. Re insert – because it’s stiff (being a screen and electronics) it couldn’t be delivered rolled up in cellophane, because it would arrive in a thousand pieces. Re “Is it actually real?” – yes!!! We did our own video which shows how it falls in the mag http://bit.ly/j0htkG
I’d really like to see it myself by holding the magazine in my hand! It’s too good to be true. But hey, what technology can’t do these days?
Can someone please send it to Bali? How can I purchase it?
I just did a takeover of the SMH for one of my clients, it’s pretty awesome, hope it wins an award (crosses fingers). The logo is plastered all over editorial, on every page! Great cut through. Unfortunately it’s only on one copy nationally so you may not see it.
The release does not state how many copies actually have the screen? Critical info non?
Hi Sammysarcasm,
Just had a word with a Fairfax representative who tells me that the print run for magazines containing the TV ad is 1,250 copies in Melbourne and the same in Sydney, plus additional extras to send to journalists, etc.
If anyone wants to get hold of a copy, I’m told Peroni girls will be handing them out in Docklands in Melbourne today, and in Sydney on Thursday in Darling Park.
Cheers,
Robin – Mumbrella
@Cathy Klienberg
CAPITAL LETTERS REALLY GETS YOUR POINT ACROSS
Clearly, sex still sells … in any medium!
Looks like a great new way to use “print”, all the same.
BTW Cathy Kleinberg, MUST YOU SHOUT???
@Cathy Kleinberg… OMG, do you realise you are shouting at everybody???
Why not just use digital media rather than this? I like the idea but I think it’s a waste of resources to be inserting video players into disposable products. Advertisers in Australia need to catch up with the rest of the world’s pace in digital and rich media rather than getting excited about a gimmick like this.
Excuse the Shouting 🙂
At least someone heard me 🙂 haha….
thanks Alison
I am a passionate kind a person, what can I say….
Wow hat off to that!
Nice way to revive the magazine industry too.
Hi again, FYI the TV is re-useable: there’s a micro USB in the back so you can upload 30 mins of video and recharge the battery. So watch the Peroni ad, then use it as a free cardboard iPod. Could be useful for other aplications?
@Cathy Kleinberg – is this really the appropriate forum to sell your message?
Passion aside, if you want to tell people how great your product is, run an ad or at least write editorial.
CAPS LOCK MUCH?
I CANT HEAR YOU CAN YOU TALK LOUDER????
fail.
@mish – why isn’t this the forum fro Cathy to sell something – highly targeted and right under an article with her product on it…best media placement i can think of
2,500 copies only have the screen?
$250K does not get a lot of video in print – even if you bought at 50% of the current rate you would only get about 2500 units. also if these are being handed out then that is direct distribution and not as stated in mag, I will be impressed when its bound in to a print run of a cosmo 230K or a Women’s day 520k the there will be something to shouts about till the its just DM and Audi did that last year . . yawn
clever work. great way to advertise if you ask me.
Since you developed and designed the technology you should get credit for that.
I will be in touch, excellent combo of print and video. This is what the print industry needed.
I saw your companies first launch of these with the CBS/Pepsi but now that we can get it in Australia. Right on.
@Cathy Kleinberg……..thanks for warning me never to use AMERICHIP……….You’re posts are quite distasteful…..
Who’s the audience? – with a run of 1200 and more PR than any real exposure – seems like the audience is marketing peers and the client themselves rather than the beer drinking audience.
Bet it sells no more beer than the 3FP ads included in the normal copies (if it increases sales at all that is)
Firstly, Kathy I suggest a quick name change for your international expansion. Wild patriotism may work at home, but tends to grate across other countries.
Secondly, in Australia (that’s the throw a shrimp on the barbie place, rather than the one with all the mountains), we do actually have a good grasp of English and are fairly good at marketing. Hitting us around the head with your sales messages will not get your product sold.
It will however make you LOOK STUPID!
I’m not sure how the PR release read but nothing in the article written by Mumbrella suggested it was a limited run in promotional copies of the magazine only.
The only way to find out this was a PR scam was to read through the comments and discover you were wasting your time flicking through the magazine (bought from the newsagent, not rolled up, so no reason why card couldn’t be inserted).
Please don’t waste my time – this was a cool idea until everyone realised it basically doesn’t exist – and you may have got a purchase today but you’ve lost my purchase tomorrow, the next day and the next – Fairfax doesn’t have enough readers to start annoying them.
I actually like the print execution on the left.
I received one my my magazine.
Interesting yes.
But I can’t get past this feeling of what a waste of plastic and technology to deliver a small format TVC?
There is no enduring utility in this piece. Once seen, I have to throw a piece of technology in the bin. Which bin – recyclable?
I know this sounds a little greenie lefty. But this in 2012 is it really very impressive to so mindlessly wastefully package what is, he pretso, a TV ad on a baby screen. This is actually just old school interruption media.
Surely we as an industry can champion bigger ideas than more wasteful, gimmicky packaging?
Pretty impressive! I guess Peroni are trying to recover from their market loss in the industry. A great way to get a bit of extra publicity too. Whilst not everyone will be getting a copy, it sure has people talking about it, and getting the ‘Peroni’ name out there again. Will be interesting to see if this has an affect on their Australian market share.
Would also like to say re all those comments towards Cathy – were they really necessary? Love reading all the different opinions/ posts, but when people have a go at each other, it makes me feel a little hesitant in even wanting to read any further.
Cathy – go girl! I guess this is one of the many relevant sites to post a comment and let everyone know about your product. It’s just a pity that many were so distasteful ,and lacked a useful comment.
Mumbrella, love your site! Just disappointed in reading some of those comments.
Dear Mish and PK,
As a marketer I actually welcomed Cathy’s contact details. I reached out to Americhip over the weekend and had a reply with case studies in my inbox this morning.
I also appreciate the back story of Fairfax going with a cheap knock off…
The all caps did make me laugh though but I’d be pissed and passionate too if someone ripped off my idea and a media outlet covered an execution with the knock off product!
Cheers,
Martin
Fact that it’s just a small run, environmentally irresponsible DM piece aside, the technology is cool. Surely there’s a better advertising application though, other than as a pr stunt to make old tech look higher tech?