Ekstra Bladet helps boost Volkswagen augmented reality campaign — Volkswagen Cross UP!

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Ekstra Bladet helps Volkswagen augmented reality

03 March 2013 · By Blichmann


Innovative cross-media drives car sales, mobile making history in Denmark as becomes first advertiser to use reality.

Like most media, print ad sales have been declining for several years. As digital ad revenue increase, Ekstra has been working on how to integrate ad to the newspaper, Web site, and mobile to sell cross-media campaigns.

Danish tabloid Ekstra has a circulation of 60,000 and enjoys to 300,000 daily readers. Its Web is Denmark’s most visited, more than 500,000 users. Ekstra Bladet has Denmark’s largest mobile with more users all other competitors on the top 10 list

In late 2011, Ekstra began to explore the synergy print + digital ads with reality. Volkswagen was preparing to VW Up! in Denmark and wanted an innovative “gimmick” to attract its target of young, well educated, people in their 30s.

Ekstra Bladet launched an reality campaign with in March 2012. The campaign were:

A print ad: Althought it show the Up! car, it told to watch Up! coming up from the and told them how they do that.

An app: The augmented solution where the car comes up the floor in the printed ad requires a or iPad for viewing. Users scan the barcode in the print ad to the app.

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The print ad ran in Ekstra Bladet as as in another Danish paper and in a concert programme (Grøn in the summer 2012. It also significant PR during its launch, and Bladet held a seminar, attracted more than 100 interested in learning about the use of reality.

The original goal to get 5,000 was reached before summer the is still being downloaded, though it is no longer advertised. In 2012, there were downloads from the iTunes App and 2,487 from Android

The launch of VW Up! is one of the most successful of a small car in Denmark ever, due to an excellent campaign and that it was a good car for a reasonable price. As the advertiser in Denmark to use augmented VW has shown a strong link innovation in car development and the courage to go new in marketing as well.

Ekstra Bladet has had very feedback from advertisers about similar campaigns. The reality case study the newspaper establish its image as an media partner in the Danish

Author/Contact: Morten Blichmann is manager at Ekstra Bladet, in Copenhagen, Denmark. He can be reached at

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