Americhip
MULTI-SENSORY MAGAZINE INSERTS
Is your flat print getting the results you want? As the leading supplier of value-added audio, visual, dimensional and material marketing solutions, Americhip specializes in upgrading your standard marketing programs into attention-getting spectaculars that are seen, heard, touched, experienced and remembered. If you need a high-impact, interactive marketing solution that cuts through the clutter, generates excitement and guarantees results, you need Americhip. We give print life.
4 Maximum Impact 4 Breakthrough Advertising 4 Unprecedented Results AUDIO
AMERICHIP: We give print life. ™
888-702-3382
info@americhip.com
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DIMENSIONAL
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ILLUMINATED
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MATERIALS
The Bubble Insert Aquafina, a PepsiCo, Inc. brand, and its ad agency, BBDO Worldwide, wanted to add another dimension to the launch campaign for Aquafina Sparkling™. After coming up with the ingenious idea of using bubble wrap to symbolize the new product’s carbonation, they turned to Americhip to put the program into action and, more importantly, into print. Americhip designed and manufactured 1.5 million Material Inserts with a bubble wrap center to create both the clear look of the water bottle and to highlight its new “sparkling” feature. Needless to say, Aquafina made quite a splash with this insert spectacular.
“Advertisers are increasingly creating print promotions designed to stop readers in their tracks. If advertisers can conceive something that causes readers
GfK NOP World, the leading global marketing research and consulting firm, conducted a "Starch” Readership Report that compared the impact of Americhip’s Material Insert against all of the other ads in the publication. The results once again confirmed the extraordinary impact Americhip’s Multi-Sensory Inserts have on readers.
to pause, it makes a huge difference. A recent issue of Time Warner’s People arrived in mailboxes featuring a replica of a bottle of Pepsi-Co’s recently introduced Aquafina sparkling water constructed
#1 Ranking among All Ads in “Noted Score” – 96% #1 Ranking among All Ads in “Associated Score” – 95%
partly out of bubble wrap.” -The Wall Street Journal, August 8th, 2005.
Noted
The percentage of readers who remember having seen the ad – a measure of stopping power.
Associated
The percentage of readers who associated the insert with the advertiser – a measure of branding.
"As a direct result of seeing the Bubble Insert, more than three-fourths of [readers] reported that their interest in the Aquafina product had increased...In fact, an overwhelming majority of [readers], 94%, were impressed in this regard and stated that the ad demonstrated an innovative way of marketing the product." – Deirdre Celestino, Research Manager, Starch Communications, GfK NOP * All data taken from "Starch” Readership Report of the May 17, 2004 issue of People magazine.
AMERICHIP: We give print life. ™
888-702-3382
info@americhip.com
www.americhip.com
AMERICHIP: We give print life. ™
888-702-3382
info@americhip.com
www.americhip.com
MULTI-SENSORY TECHNOLOGY – MATERIAL
AMERICHIP'S MATERIAL INSERTS
89% Confirm the Bubble Insert More Likely to Catch Attention
78% More Interested in Trying the Product After seeing this Aquafina Bubble Insert, how would you describe your interest in the advertised product?
33%
In comparison with a standard magazine ad, which of the following describes your feelings about the Aquafina Bubble Insert?
Significantly more interested
45%
It’s much more likely to catch my attention
Slightly more interested
13%
It’s somewhat more likely to catch my attention
Slightly less interested
7%
73% 16%
It’s neither more nor less likely to catch my attention
Significantly less interested
7%
It’s somewhat less likely to catch my attention
Not stated
It’s much less likely to catch my attention
2%
Not stated
1% 2%
1%
Half of all Readers Actually Popped Some of the Bubbles Did you pop any of the bubbles in the Aquafina Bubble Insert?
MULTI-SENSORY INSERTS: THEY REALLY WORK
50% Yes No 49%
Not stated
96% of Readers Remember Seeing the Bubble Insert
95% of Readers Actually Associated Bubble Insert with Aquafina
Recall Insert
Associated
1%
94% of Readers Found the Bubble Insert “Innovative” Which of the following phrases best describes your feeling about including the bubble wrap in the Aquafina Insert?
66%
It’s a very innovative way to market a product
28%
It’s a somewhat innovative way to market a product It’s not a very innovative way to market a product It’s not an innovative way to market a product 3%
Not stated
Don’t Recall
Did Not Associate
2% 1%
• •
#1 Rank Among All Ads 57% Over Median Score of All Other Ads
• •
#1 Rank Among All Ads 73% Over Median Score of All Other Ads
* All data taken from "Starch” Readership Report of the April 25, 2005 issue of People magazine.
AMERICHIP: We give print life. ™
888-702-3382
info@americhip.com
www.americhip.com
AMERICHIP: We give print life.™
888-702-3382
info@americhip.com
www.americhip.com
MULTI-SENSORY TECHNOLOGY – MATERIAL
MULTI-SENSORY TECHNOLOGY – MATERIAL
THINK BEYOND INK. Add Americhip’s UNIQUE MATERIALS to Your Print Advertising for BREAKTHROUGH RESULTS.
AMERICHIP'S DIMENSIONAL INSERTS
Add Audio for Unprecedented Results
Grab the Readers’ Attention with Pop Ups and Motion
For maximum impact, have Americhip produce an audio insert that incorporates your audio logo, licensed music, voice-over from a television spot or other custom audio. Americhip recently worked with Kaplan Thaler to produce an audio insert for Procter & Gamble’s Clairol Herbal Essences. When opened, the insert sang the conditioner’s new ingredient, Hawafena, to the tune of the Hallelujah Chorus. The results were unprecedented:
Noted: 100% Associated: 100% Read Some: 100%
Americhip’s line of Multi-Sensory Inserts also includes the most complex paper-in-motion dimensional inserts. Our team of on-staff paper engineers will work with your creatives to design a wholly customized dimensional insert, or you can choose just the right piece for your campaign from among our 100 stock dimensional designs. We recently used our patented Flippit technology to produce 2.5 million inserts for the new PBS show Colonial House. Our half-page Flippit insert consistently outperformed full-page ads and multi-page spreads in all of the leading “Starch” categories. Americhip's Flippit Insert ranked #1 among all of the ads in the key category 'Read Most/Noted Ratio.'
“In the many years of looking at print advertising readership scores, no one currently working for Starch can remember ever seeing an ad that earned the 100% level for any three of the Starch measures. We believe that [this] is the highest scoring ad that we have studied in the past 30 years, at least.” – Philip W. Sawyer, Senior Vice President, GfK NOP
"The 'Read Most' score is the most important of the readership measures because it is a gauge of reader involvement with the ad. A fair amount of anecdotal evidence has strongly indicated that a close relationship exists between purchase behavior and 'Read Most'." – Philip W. Sawyer, Senior Vice President, GfK NOP
89% Pass Along Value
88% Reopened the Singing Insert
84% Reopened the Flippit Insert
After reading and hearing this ad, how many people did you show this ad to or talk about the ad to?
After reading and hearing this ad, how many more times did you reopen and listen to the singing ad?
How many times did you pull the tab to open and close the PBS Flippit insert?
10 or more people
10 or more times
10 or more
6 - 9 people
6 - 9 times
6 to 9
2 - 5 times
2 to 5
Other
1 time
2-5 people 1 other person Other
41% More Interested in the Show because of the Flippit Insert After seeing this PBS Flippit Insert, how would you describe your interest in the show? Significantly more interested Slightly more interested Neither more nor less interested Other
16%
14%
55%
Other
17%
30%
12%
48% 9%
11%
5%
51%
19%
38%
26%
11%
21%
16%
2% * All data taken from "Starch” Readership Report of the May 17, 2004 issue of People magazine.
AMERICHIP: We give print life. ™
888-702-3382
info@americhip.com
www.americhip.com
AMERICHIP: We give print life. ™
888-702-3382
info@americhip.com
www.americhip.com
MULTI-SENSORY TECHNOLOGY – DIMENSIONAL
MULTI-SENSORY TECHNOLOGY – AUDIO
AMERICHIP'S AUDIO INSERTS