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The end of print ads? Not quite

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Advertising takes on many forms in today's complex media market.Aside from a standard TVC, radio spots and print ads, online channels and social media are adding new levels of sophistication to the mix.While apps, QR codes and augmented reality creations are nice to play with, brands increasingly innovating their approach to traditional media channels - with a bit of help with technology.Early this year, Dutch Lady embedded an audio box on the second page of the Life & Times section of the New Straits Times, which played a conversation between a mother and a child, followed by a teaser question, "Want to know what they're laughing about?"It was part of Dutch Lady's Friso campaign and which invited readers to attend Friso's ‘Growing up Together' event.The campaign also took an integrated approach as it used online platforms and other traditional mediums in getting the word out on the campaign. Banner ads were seen onNST's website, an iPad app was created, while other print and radio ads were also done.Prashant Kumar, president of Asia World Markets at IPG Mediabrands, said adding voice as the third dimension to the newspaper brings surprise that breaks the media clutter and delight that cuts through the brand clutter.Most recently, Unilever brand Lux was seen innovating its approach to traditional media channels by placing a scented half wraparound ad in Metro Ahad last weekend.Conceptualised by Mindshare, the idea was executed based on past successful Unilever examples in other countries using the agency's proprietary research tool 3D to give a "fragrant experience" to the end consumers.The perfumed spot was created by using a specific spray technique with scented oil which allows the scent to linger for several days.According to Lim Cheng Yee, Unilever's brand manager for Lux, Metro Ahad was chosen for this particular execution because of its high circulation."Through the campaign, we wanted to showcase fragrance across all channels as Lux is the only body wash in the market providing fine fragrance in its body wash," Lim said.Senior manager, advertisement department of NSTP Pearly Teong explained that NSTP had done a scented ad back in 2000 for a detergent company.Further away from home, some newspapers have also carried similar campaigns.Early this year, the Sunday Times, a Mumbai-based newspaper, allowed its users to get a whiff of the new Bru Gold coffee on its front page.Another newspaper based in India, the Times of India, launched talking ads for Volkswagen in 2010 to promote its ‘Vento Sedan'.

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