Audi conducts transparency ad campaign in Sharp magazine
Contempo Media of Toronto has introduced a new advertising option with the April issue of its men's lifestyle magazine Sharp. The cover of the magazine is overlaid with a transparency that reveals advertising creative on the cover when pulled back. According to the company, Sharp is the first magazine in Canada to make use of this technique. The advertiser in this case is automaker Audi. The concept was developed by Mediacom. "We've relied on Sharp for complex creative executions in the past so we knew they would come up with something new, captivating as well as on-brand for Audi," said Sunith Lobo, vice-president and group account director at Mediacom. "To the casual observer the cover of the magazine appears as it normally would, but as soon as a reader thumbs the pages they will be surprised and delighted by the advertising execution within."