IPC Launches First Speaking Magazine Advert

IPC’s Marie Claire has entered into the realm of ‘sonic advertising’, with a new advert for Herbal Essences hair products literally shouting the brand message from the magazine’s March edition.

The innovative advert features a four-page glossy card with an integrated sound chip. When the card is opened by the reader they hear a woman shouting the familiar Herbal Essence “Yes! Yes! Yes!” accompanying pictures of the woman.

The front of the card carries the strapline, “Have you heard?”, while the back features the final tongue-in-cheek strapline of, “Why just settle for one?”, as part of a drive to encourage consumers to use both Herbal Essences shampoo and conditioner.

Commenting on the advert, Craig Foster, assistant brand manager of Herbal Essences said: “We have been working with IPC Media for some time on this project and are very excited that Herbal Essences is the first brand in the UK to run a ‘sonic chip ad’.”

He continued: “The advert furthers Herbal Essences’ communication strategy where we are always looking for new and innovative ways to reflect the unique character of ‘naughty but nice’.”

Alison Deas, key account director at IPC Media added: “The Herbal Essences sound chip is an excellent example of how creativity and new technology combined can achieve maximum stand out within the magazine. This has never been done before in UK magazines. IPC is delighted to be involved in this project and looks forward to developing further new creative initiatives with Procter & Gamble.”

The new advert signals an increasing focus by IPC on providing stand out for advertisers. The publisher recently unveiled research showing that sampling of beauty products in consumer magazines can increase product awareness, the chance of readers trying a product and the likelihood of further sales.

The research, conducted in collaboration with advertising consultancy Sampling Innovations, consisted of telephone interviews with 1,000 Marie Claire readers and established key differences between readers exposed to an ad campaign that included a sachet and another display page that did not (see IPC Reveals Power Of Sampling In Magazines).

IPC Media: 0870 4445000 www.ipcmedia.com

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