Achieve maximum
IMPACT 100% stopping power. 100% brand recall. 90% pass-along. 69% reader involvement. 49% definitely or probably likely to purchase your product. 55% interacting a minimum of ten times with your insert.
. . . through the power of
SOUND
BREAKTHROUGH ADVERTISING generates BREAKTHROUGH RESULTS
In August 2003, Americhip produced 1.5 million singing magazine inserts for Procter & Gamble's Clairol Herbal Essences. The objective of the musical insert: cut through the clutter and generate brand awareness and recall by actually singing the name of Herbal Essences' new ingredient, Hawafena. RoperASW, a leading global marketing research and consulting firm, conducted a Ballot Readership Report ("Starch" Report) that compared the impact of the singing magazine insert against all of the other ads in the publication. The results . . .
Noted: 100% Associated: 100% Read Some: 100% Noted
The percentage of readers who remember having seen the ad – a measure of stopping power.
Associated
The percentage of readers who remember having seen the name of the advertiser or product – a measure of branding.
Read Some
The percentage of readers who read any of the body copy – a measure of reader interaction.
"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." – Philip W. Sawyer, vice president, RoperASW
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49% were definitely or probably likely to buy. After reading and hearing this ad, how likely would you be to buy Herbal Essences with Hawafena?
12% 34%
Definitely
37%
Probably 17%
Might or Might Not Other
69% reopened the singing insert six or more times. After reading and hearing this ad, how many more times did you reopen and listen to the singing ad?
14%
55%
10 or more times 6 - 9 times
12% 19%
2 - 5 times Other
64% sang along with the insert. After reading and hearing this ad, did you try to sing the Hawafena song?
64% Yes
33%
No Not stated
3%
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33% showed or talked about the ad to six or more people. After reading and hearing this ad, how many people did you show this ad to or talk about the ad to?
16%
10 or more people
17%
6 - 9 people
48%
2 - 5 people 8% 1 other person
11%
Other
86% thought the singing insert was very or pretty cool. Which of the following phrases best describes your feeling about the Herbal Essences with Hawafena singing ad? It's very cool It's pretty cool Neither like it nor dislike it
Traditional print advertising is not enough to cut through the clutter. Today's marketing and advertising must make an impact and deliver results. A smart investment in sound will bring significantly higher returns in terms of brand awareness, brand acceptance, pass-along value, and top of mind recall. The results speak for themselves!
Other
25%
61%
6%
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8%
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Excerpt from Starch Report on the Overall Performance of the Singing Ad: "Although this consistently high level of readership compared to the various median scores is most impressive, these comparisons do not really reflect the exceptional nature of the performance of this ad.
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 it is the highest scoring ad that we have studied in the past 30 years, at least. Moreover there is little doubt that the driving force behind the response to the ad is its "voice," which not only attracted initial attention (which might be expected from an ad that draws attention to itself with such energy), but also registered the advertiser's name with so many readers.
Extremely rare is the ad in
any publication, including this one, which earns an Associated score above 90%. An Associated score of 100% is unheard of, until now." – Philip W. Sawyer, vice president, RoperASW
AMERICHIP: We give print life.
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MAXIMUM IMPACT is more valuable than MERE FREQUENCY Compare an insert in a leading consumer magazine with 1.5 million circulation: Scenario #1 - Running three 4-page flat inserts at an insertion cost of $400,000/insert + product cost of $0.14/unit (for 4,500,000 inserts) = $1,830,000 Scenario #2 - Running one 4-page talking chip insert at an insertion cost of $400,000/insert + product cost of $0.89/unit (for 1,500,000 inserts) = $1,735,000
While Scenario #1 appears to provide additional impressions, there is little doubt that the significant impact generated by just one singing insert (at $100,000 less cost) far surpasses the value of three flat ads.
A talking chip insert "owns the magazine." It commands attention and delivers results. Every single person flipping through the magazine will stop and interact with the insert, 100% will recall your brand and 64% will actually sing along. A flat ad, at best, will just momentarily catch the eye of the consumer. For less money, the musical insert is by far the better value because it
delivers results like these:
100% stopping power. 100% brand recall. 90% pass-along. 69% reader involvement. 49% definitely or probably likely to purchase your product. 55% interacting a minimum of ten times with your insert.
AMERICHIP: We give print life.
888-702-3382
www.americhip.com
Investing in sound is a sound advertising investment. As the leading supplier of value-added audio, visual and dimensional marketing solutions, Americhip specializes in upgrading your standard marketing programs into attention-getting spectaculars that stand out and get results! If you need high-impact, interactive marketing solutions that cut through the clutter, generate excitement and guarantee results, you need Americhip. We give print life.
AMERICHIP: We give print life.
888-702-3382
www.americhip.com