The Telegraph newspaper yesterday (17th November) featured a thermal cover wrap around the paper to remind people how donations to the Age UK charity can help keep old people warmer this winter. The dull and grey image with Lynda Bellingham was printed in thermal ink so that when the reader touched the image the colour would change to orange. The wrap was designed by the Telegraph's in-house creative team in conjunction with Age UKs own ad agency Karmarama.
I think this is a clever way to get their point across and as a charity their aim is to raise awareness and reach out to as many people. Often an ordinary ad just placed in between articles can be ignored so by engaging the reader and creating an 'experience' for them they are likely to remember what the ad is for and take notice. This clever strategy is unique in reinforcing what the charity wants from the reader and by encouraging the reader to touch the whole image to change the colour it shows how that individual can change things on a larger scale too. Furthermore for Age UK to choose to place this ad in The Telegraph and not a newspaper such as The Sun suggests they are hoping to gain donations from people who have more disposable income and who may be more willing to part with their money especially around Christmas time.
The article for this can be found here http://www.campaignlive.co.uk/news/
Some really insightful posts and deconstruction here Lauren, look out for one of our ex-grads Adam, who works for Karmarama (telegraph post), he's in Uni next week. Keep up the quality and improve the quantity before hand in. This will then develop into a very good body of research work. Excellent!
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