Why Paper Planes Are The New Creative In Advertising

Why Paper Planes Are The New Creative In Advertising
SHARE
THIS



No matter what the ad medium, creativity is a must, however the constant pressure to be delivering good creative leaves some sweating.

Since the epic snag of winning a second lot of the Sydney Airport account, outdoor media company APN Outdoor wanted to showcase just how creative it can be, teaming up with B&T Magazine to create a paper plane out of the mag’s front over for a mammoth paper plane flying competition.

APN Flight club image2

“Having significantly expanded our Airport portfolio, with the addition of Sydney Airport’s T1 (International) and T2 (Domestic), we were looking for an exciting, high impact and fun way to involve the market in the launch,” explained Janine Wood, general manager of marketing at APN Outdoor.

“The six page spread in B&T gave us the opportunity to replicate an airport runway, not to scale of course, with some key information and context around our portfolio, as well as integrate the pull out paper plane itself.”

It’s tricky to tell what will be good creative, but having posed the question to Darren Spiller, chief creative officer at ad agency DDB Melbourne, recently he says he just knows. It gets people excited. It gets people interested. And it’s what makes good advertising.

In the print space, a few years ago a Brazilian magazine ran an ad for car brand Peugeot and its airbags where the airbag literally inflated when the reader smacked the page prior.

Similarly Bauer Media fashion mag Elle recently made its cover a mirror to have the reader front and centre of the glossy.

Jeremy_Elle

And the outdoor market also breeds creativity. The Cannes Creativity Festival recently celebrated some of the best outdoor ads in the business, and when our cricket team did rather well in the Cricket World Cup (not the Ashes), beer brand Victoria Bitter took advantage of outdoor media company APN Outdoor’s giant billboards with congratulatory messages.

The paper plane idea in the latest issue of B&T aims to push the message that when you think of airports, you need to think of APN Outdoor, and the creative physical element of print is what really has APN Outdoor jazzed up.

“For us, the B&T spread was an opportunity to harness the power of interactive story telling combining great design and imagination to engage and involve our key audience, using print to add that element of tactility,” said Wood.

“What really excited us is being able to communicate our leadership in the airport media space, in an innovative fashion. Bringing an idea to life in a tangible space for B&T readers and delivering an initiative that is both playful, effective and consequently able to tie in with our promotional Airport event, Flight Club has also been great.”

A bit of healthy competitive paper plane flying never hurt the office either.

“Having the opportunity to throw a few paper planes around and bring out that competitive edge in the workplace was definitely a plus, and we can’t wait for B&T readers to do the same,” joked Wood.

Have a bit of a practice with your copy of B&T, and make sure you RSVP to APN’s Flight Club event to really show off your skills.

It’s nostalgia, competition and the possibility of some prize wins all rolled into one.

Please login with linkedin to comment

Latest News

The Diamond Concierge Gives Away $50K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $50K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Group of young hipster friends playing with smartphone with mutual disinterest towards each other - Modern situation of technology interaction in alienated lifestyle - Internet wifi connection
  • Marketing

Study: Gen Zs Eschewing Sex, Booze & Their Driver’s Licence!

A new study has revealed something we all already know – the Gen Zs (those born after 2000) are addicted to social media. However, a more interesting finding of the study is they’re apparently delaying adult behaviours such as drugs, sex, alcohol and getting their driver’s licence. According to the study, by US psychologists Jean Twenge and Heejung Park, young […]

by B&T Magazine

B&T Magazine
Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Talent Shortage? We’re Calling Bullsh*t!
  • Opinion

Talent Shortage? We’re Calling Bullsh*t!

In this guest post, Mike Hill, CEO and co-founder of Puffling, argues the reason women rarely rise to the top in the advertising industry isn’t from a shortage of suitable candidates… Two of the biggest issues plaguing the global advertising industry are a so-called talent shortage and abysmal gender diversity, particularly at the senior level. Just think… […]

Opinion

by B&T Magazine

B&T Magazine
Survey: Bibles, Condoms & Turn-downs Top List Of Hotel Guest Gripes
  • Marketing

Survey: Bibles, Condoms & Turn-downs Top List Of Hotel Guest Gripes

A new study by New Zealand hotel chain Rees Hotels has identified the biggest likes and gripes of its paying guests. When it comes to the things hotel guests like the most, free Wi-Fi topped the survey’s list. Next was complimentary breakfast, car parking, a room with a view and daily housekeeping. The items and amenities […]

by B&T Magazine

B&T Magazine
Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account
  • Advertising

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account

Accenture-owned agency The Monkeys has bolstered its client ranks, having been chosen to handle the creative for the NRMA. The Monkeys CEO Paul Green confirmed to B&T that the agency had been appointed to the NRMA account by parent company IAG, which also includes brands CGU and Swann Insurance. M&C Saatchi was the incumbent creative […]

by B&T Magazine

B&T Magazine
A waitress carries beer mugs in the Hofbraeuhaus tent after the opening of the famous Bavarian
  • Marketing

Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”

New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer. And while younger consumers may have been the most enthusiastic drinkers in previous generations, […]

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt
  • Advertising
  • Campaigns

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt

Brisbane creative agency Engine Group has launched an integrated campaign for the Queensland government promoting the benefits of buying locally and supporting local small businesses. The ‘Go Local, Grow Local’ social marketing campaign celebrates small businesses across Queensland and highlights that small businesses are the lifeblood to growth in local communities. Central to the new […]

Sam Weir, Editor - The Advertiser & AdelaideNow 
 Editorial 
 
 Picture: Turner Matt
  • Media

News Corp Appoints New Editor For The Courier-Mail

News Corp Australia has announced the appointment of Sam Weir (pictured above) as editor of Queensland’s The Courier-Mail. Weir is one of Australia’s most accomplished editors, having edited the Perth Sunday Times and for the last four-and-a-half years, The Advertiser in Adelaide. News Corp Australasia executive chairman Michael Miller said: “I am delighted Sam has […]

Is This The Creepiest Ice-Cream Ad Ever?
  • Campaigns

Is This The Creepiest Ice-Cream Ad Ever?

Look, a terrifying ice-cream ad! And by "terrifying" we really mean Tony Abbott in his sluggos kind of "terrifying".

by B&T Magazine

B&T Magazine
Creatives, Step Up To The CX Plate!
  • Marketing
  • Opinion

Creatives, Step Up To The CX Plate!

Aussie creatives urged to step up to the CX plate! That's the Adobe boss saying it; like B&T would never say try harder.

Opinion

by B&T Magazine

B&T Magazine
InMobi’s Anne Frisbie On Ad Fraud
  • Advertising

InMobi’s Anne Frisbie On Ad Fraud

B&T sat down for a chinwag with InMobi’s Anne Frisbie who thought only half of our questions were poor & unresearched.

by B&T Magazine

B&T Magazine
Facebook Provides More Clarity & Control For Brands
  • Advertising
  • Media

Facebook Provides More Clarity & Control For Brands

Facebook has announced it is taking action to provide more clarity and controls for advertisers. The updates include: Third-party verification Facebook is seeking accreditation from the Media Ratings Council and set a timeline of 18 months to audit, review and accredit Facebook measurement across three key areas: first-party served ad impression reporting; third-party viewability partner […]

Ogilvy Duo To lead Miami Ad School’s 2017 Social Media Boot Camp
  • Advertising

Ogilvy Duo To lead Miami Ad School’s 2017 Social Media Boot Camp

Miami Ad School has announced that Ogilvy’s Alex Watts (head of social) and Jennifer Ngai (lead social strategist), will lead its Social Media Boot Camp in the coming spring term. The 10-week boot camp is an intensive program where students work on live briefs to create fully-executed social media campaigns, and will run from Monday […]