A campaign for the Ford EcoSport entitled 'Go Further' helped people in Rio de Janeiro, Brazil travel more through a magazine ad. Ad agency JWT partnered with toll company Auto Expresso to let drivers get through a toll road for free.
Pre-paid chips were embedded in a magazine ad so that users could go on a toll road without paying. A small adhesive could be removed from the magazine and placed on the front of your car so that the driver could pass an Auto Expresso Toll for free.
JWT developed the ad in order to show how the EcoSport helps you get ahead. Along with the free pass, the ad agency included the text "This ad is just like the new Ecosport: Made to help you go further."
Toll-Paying Campaigns
The 'Go Further' Ad Literally Lets You Go Further by Paying Your Toll
Trend Themes
1. Interactive Magazine Ads - The use of embedded technology in magazine ads creates interactive experiences for consumers.
2. Brand Partnerships - Collaborations between car manufacturers and toll companies offer innovative ways to engage with consumers.
3. Innovative Advertising Campaigns - Creative approaches like toll-paying campaigns disrupt traditional advertising methods and capture audience attention.
Industry Implications
1. Automotive - Car manufacturers can explore partnerships with various industries to create unique promotional campaigns.
2. Publishing - The publishing industry can embrace embedded technology in advertisements to enhance reader engagement.
3. Transportation - Toll companies can collaborate with brands to develop innovative campaigns that incentivize drivers and promote their services.