Innovation

[Anurag]

Does anyone have any examples of media innovation today. There used to be a time we would make a car travel through the gutter space of newspapers etc. Havent seen any of that stuf fin print. Digital, I know, has so many possibilities.

[Anurag]

Skoda had recently tried something at the TOI.

"On October 9, the automaker ran a gatefold innovation in the editions of Hindustan Times between the pages 12 to 17.

The campaign lured the reader with the head lights image of the car along with the message 'Unfold this page to find out why legends come back better'.

The unfolding appeared like opening gates for a car as two pages had to be flipped to right and left leading to a full size image of the new Skoda Octavia spread across four pages along with the inside features of the car on pages 13,14,15 and 16."

See here.

The agency, I think is BBH.