The Daily iPad
Issue 19 | June 2011
Agency
Wunderman Y&R New York
Creative Team
Executive Chief Creative Officer: Nick Moore, Scott Vitrone, Ian Reichenthal; Creative Lead: Steve Whittier; Senior Art Director: Jed Tamarkin; Art Directors: John McGill, Matt Lalande; Copywriter: Nicole Przybojewski;
Production Team
Digital Producers: Alexander Parra, Aanarav Sareen; Production Company: Medialets
Date
February 2011
Background
The Daily is the world’s first newspaper developed exclusively for the iPad. It’s a new type of publication for a new medium that offers new advertising opportunities.
For Land Rover, it provided a platform on which to show off what Land Rovers are capable of. What’s more, in using the technical capabilities of the iPad, Land Rover was able to reach prime early adopters segments, key target groups.
Idea
The iPhone app invited users to spin a digital globe to visit different places around the world of Land Rover and view adventures, discoveries and even the humanitarian activities the brand is involved in. They could watch videos about ‘the making of’ the commercials, about off-road adventure holidays and about Death Road in Bolivia. There were pictures to browse and stories to read.
In talking to a tech savvy audience using the language of interactive experience, Land Rover was able to raise further the brand’s profile as a technology leader.
Results
The Daily iPad application had a 50 percent engagement rate at its launch with one out of every two consumers who viewed the app engaging with Land Rover’s advertising.
In two months, the app attracted 2.7 million unique views. Within that number, 200,000 individual viewers watched more than 45 hours of branded video.
Our Thoughts
The iPad and all similar devices hot on its heels are hastening convergence, when an ad for Land Rover can be editorial, documentary TV and digital brochure all rolled into one. No wonder the credits get longer and longer at award shows because the sheer volume of content often requires vast teams. Intriguing to note that this has been a joint production out of both Y&R and Wunderman New York. They may share the same building but historically they have shared precious little besides.
These new developments in technology platforms are eroding any faint vestiges of ‘above’ and ‘below’ the line and they mean that the role of the creative director is becoming increasingly that of an editor.
They also mean that advertising is going to have look still further beyond the usual recruitment silos to find the people to help them build the deep, rich brand engagements that look to be a part of the immediate future. The industry can only benefit from that.