To realise this project, Condé Nast has chosen the expertise of Ecods Digital Marketing and the efficiency of Aurasma, transforming Glamour Magazine in Italy into Europe’s first cover-to-cover AR magazine.
Ecods, Aurasma and Condé Nast worked together to create more than 150 interactive pages inside the magazine. The Auras (the name for the items’ augmented content) have been associated with all the advertising inserts, bringing to life the creativity of the most famous fashion brands, such as Cavalli, D&G, Dior, Chanel and Armani.
Smartphone and tablet users simply point their device at advertisement to see an exclusive video associated to the campaign, share it immediately on their Facebook page or link to the company website to get more information.
Fedele Usai, Senior Vice President Advertising Condé Nast, said: “We have worked with Ecods and Aurasma technology to a unique and very important project for Condé Nast: an entire issue of Glamour made in augmented reality, about 110 clients who will have the opportunity to show their exclusive video content through smartphones and tablets and bring the readers to the web for extra content,purchases etc.. The first step in a collaboration with Ecods that surely will last over time.”
Dragan Bozic, CEO, Ecods Digital Marketing, said: “We are proud to be the first company in Europe to implement such an impressive project with Aurasma technology and Condé Nast group. We have industrialized the business model of augmented reality in Italy and since March we have activated more than 300 campaigns with Aurasma. This partnership will give to Condé Nast the opportunity to consolidate the relationship with its readers, offering them exclusive extra content and a new closer and innovative way to enjoy fashion, trends and technology: users became the real protagonists.”
Matt Mills, Global Head of Partnerships at Aurasma said: “We are delighted to partner with Condé Nast and Ecods Digital for this epic project – the first cover to cover AR magazine in Europe. It’s a ground breaking collaboration, showcasing Condé Nast’s strategic vision and Ecods digital expertise. Italy is a world leader in publishing, fashion and mobile technology and this campaign with Glamour brings these three strengths together to create a seamless reader experience.”
