Ad agency DDB Helsinki devised a clever way to utilize traditional print media to promote tech giant Sonera. Sonera is the first company introduce the faster 4G network to Finland and in order to illustrate this new found speed DDB Helsinki found an interactive way to test the speed of Sonera's would-be consumers.
Print media has often been described as a dying industry. DDB Helsinki, unwilling to accept that print is a sinking ship, found a innovative and interactive way to utilize this much maligned physical media. The advert appears in a magazine and the reader is prompted to scan an image of the page onto their phone. Upon doing so the game springs to life and the phone tells the user to place it in its designated area on the page. You and a friend rest two fingers in the alloted positions on the page and, when signaled by the phone, you race each other to touch the phone first. Whoever has a faster reaction time is supposed to represent Sonera's impeccable 4G service.
Although the message of this advertisement is fairly abstract, the ad makes up for its indirectness with its entertainment factor. DDB Helsinki successfully forces consumers and the advertising industry to take another look at traditional media -- it may not be as dead as it appears.
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