Porsche, an automaker concentrated on state-of-the-art technology and engineering expertise, takes advertising to the next level with a hologram showcasing the 911s heritage.
Now, don’t get too excited because the ad concept behind the project may be innovative, but the method used is ridiculously simple. Nevertheless, the idea of a hologram matches the company’s high-tech philosophy, which believes “print isn’t dead, only needing a technological CPR”.
Porsche calls it “the world’s first interactive hologram print ad”, and it consists of a four-page spread featuring the new 911, and a prism – which helps users witness the automobile as a hologram when placed on a mobile device.
According to AdWeek, the project was made in collaboration with C-K and more than 150,000 prisms have been created, including 100,000 glass versions that will be distributed direct via mail. Moreover, in an interview with the magazine, Marshall Ross, C-K's chief creative officer, explained the amount of work that went into the entire campaign:
"Traditional video images won't work to create the hologram effect in the prism projection. So there was an incredible amount of trial and error involved in just producing the video."
The prism was thoroughly engineered over the course of sever months to ensure best viewing angles, and as intriguing as this is, the two companies plan an even greater project to bring uniqueness to the print media:
"There'll be four touch buttons on the page, and each will illuminate a transparency, allowing the reader to see below the metal [of the car] to the new advancements."