The QR code never gained the traction expected of it, but Isobar Brazil has given it a new lease of life, creating a print ad that delivers personalised digital content. The new ad-format provides offers that are personalised based on the profile, time of the day and geolocation of the reader.
It is the first time that print media has delivered a programmatic ad in Brazil to deliver a programmatic ad for print media. McDonald’s, Burger King and Subway are the idea’s early uptakers – together, accepting the invitation to appear in Estado Expresso. The new format allows advertisers in the same segment to split the page and offer, in real-time, their best deals to the readers.
Both geolocation and time of the QR code reading will determine which offer each user receives making sure that they receive the most relevant and appropriate offer for that moment, according to the stores closest to them.
Rui Branquinho, chief creative officer of Isobar Group Brazil and Dentsu Aegis Network Brazil, explained, “If an advertiser releases an offer at 8:30 AM and, within hours, realises that it has been losing ground to more aggressive deals from the other brands, its offer can be adjusted to become more competitive. The second phase (and evolution) of this new product envisions that participating brands can come up with more appealing offers, even if they are not the closest or most convenient ones to the reader.”
“This never-seen-before format created by Isobar reflects our focus on delivering relevant experiences to consumers,” added Ana Leão, managing director of Isobar São Paulo. “By bringing the programmatic model to offline media, the newspaper incorporates the efficiency provided by the digital environment. It is both unusual and beneficial for consumers and brands.”
“It is a milestone in the transformation of an industry that has been being challenged; a new digital mechanics to generate new revenue streams through print. For the pilot, we invited the fast-food segment, led by giants like McDonald’s, Burger King and Subway. Discussions with brands from other categories are already at an advanced stage. Besides the importance of its unprecedented nature, this format can provide relevant offers, taking the communication between brand and consumer to another level and giving a new meaning to the print channel as a means to convey a message,” commented Paulo Pessoa, sales executive director at Estadão.
The mechanics and technologies applied to the project were developed by Isobar World Sourcing, Isobar development’s centre, located in Porto Alegre. The programmatic strategy was designed in partnership with Amnet, DAN’s programmatic media trading desk in Brazil.
Credits
Creative Agency: Isobar Brazil
Chief Creative Officer: Rui Branquinho
Creatives: Rui Branquinho And Guime Davidson
Chief Production Officer: Aloisio Pinto
Business Management: Ana Leão & Mariana Cantarelli
Account Management: Luiz Siqueira, Andre Trevisani, Cainã Murtinho, Marco Almeida, Aline Bof & Thiago Winkler (Isobar World Sourcing)
Director of Business Intelligence: Thiago Micheloni
Project Manager: Fabio Dias
Media: Carol Magalhães & Thyago Corrêa
Creative Agency: Dentsu Aegis Network
Team: Guilherme Horácio, Marcio Zorzella & Marina Tunes
Client: O Estado de São Paulo (Estadão Expresso)
Client Team: Paulo Pessoa & Daniel Canello
