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Top 6: August 14th 2019

Estadão Expresso: Which Brand Does This Ad Belong To?

Top 6: August 14th 2019
Isobar Brazil has created a media innovation that uses a QR Code to deliver promotional content from McDonald's, Burger King, and Subway - in a print ad. The new ad-format provides offers that are personalised based on the profile, time of the day and geolocation of the reader. This is the first-ever product in the advertising market in Brazil to deliver a programmatic ad for print media. Developed in partnership with the newspaper 'O Estado de Sao Paulo,' the pilot was released on Friday July 26th, on Estadao Expresso and launched on Monday 5th August. The first content adverts are delivered for fast-food chains McDonald's, Burger King and Subway. The new format allows advertisers in the same segment to split the page and offer, in real-time, their best deals to the readers. The print ad has a smartphone-readable QR Code. Both geolocation and time of the code reading will determine which offer will be delivered to the consumer. This way, it is possible to ensure that readers are impacted by the most relevant and appropriate offer for that moment, according to the stores closest to them.
Credits Other credits

Chief Production Officer: Aloisio Pinto

Client Approval: Paulo Pessoa and Daniel Canello (OESP)

Client Services: Ana Leão, Mariana Cantarelli

Agency Team: Luiz Siqueira, Andre Trevisani, Cainã Murtinho, Marco Almeida, Aline Bof, Thiago Winkler (Isobar World Sourcing)

BI: Thiago Micheloni

Projects: Fabio Dias

Media: Carol Magalhães, Thyago Corrêa

Creative Agency: Dentsu Aegis Network: Guilherme Horácio, Marcio Zorzella, Marina Tunes

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