Programmatic Ad
O Estado de Sa~o Paulo
Issue 52 | September 2019
Agency
Isobar Brasil
Creative Team
Rui Branquinho, Guime Davidson
Production Team
Chief Product Officer: Aloisio Pinto Production Team: IWS: Luiz Siqueira, Andre Trevisani, Caina~ Murtinho, Marco Almeida, Aline Bof, Thiago Winkler
Other Credits
Client Services: Ana Lea~o, Mariana Cantarelli Media: Carol Magalha~es, Thyago Corre^a BI: Thiago Micheloni Dentsu Aegis Network: Guilherme Hora´cio, Marcio Zorzella, Marina Tunes Client Clients: Paulo Pessoa and Daniel Canello
Date
July 2019
Background
O Estado de Sa~o Paulo is the second largest newspaper published in Sao Paulo.
In the face of declining circulation and declining advertising revenues, the newspaper needed new ideas to remain relevant to both readers and advertisers.
Idea
With a world-first media innovation, O Estado de Sa~o Paulo introduced a print ad that used a QR Code to deliver promotional content from McDonald’s, Burger King, and Subway.
The new ad-format provided offers that were personalised to the reader, based on their profile, time of the day and geolocation. Through the smartphone- readable QR Code, both geolocation and time of the code reading determined which offer was delivered to the consumer.
This way, it was possible to ensure that readers were served the most relevant and appropriate offer at that moment and according to the stores closest to them.
Rui Branquinho, chief creative officer at Isobar, comments: “If an advertiser releases an offer at 8:30am 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."
Results
As yet unknown. The pilot was published on Friday July 26th in the Estada~o Expresso, a free weekly newspaper with the final advert published just ten days before Directory went to print.
Our Thoughts
This must be one of the dreariest-looking ideas we’ve ever published in Directory. But it could be one of the most important. Print looked as if it was down on its knees. But, to quote Mark Twain, rumours of its death have been greatly exaggerated. If print advertising can now deliver the right message to the right person at the right time of day and in the right location, then that isn’t just great for the brand, it’s great for the consumer too.
So, the QR code connected people to breakfast offers first thing in the morning, to lunch at midday, to ice-cream in the afternoon and to meal-deals in the evening.
Everyone gets something from this idea, especially the print industry because now the printed page can become a portal to content that is relevant to precisely that individual at precisely that moment.