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Departures magazine debuts new interactive print ad in partnership with Audi

Departures, a magazine published by Meredith Corporation exclusively for American Express Platinum Card Members, has revealed a new print ad that animates organic light-emitting diode (OLED) taillights on a virtual Audi A8 when the page is opened for the first time or triggered by a remote control faux key fob. The interactive in-book experience is a brand first, according to Giulio Capua, vice president and publisher of Departures.

“When Audi approached Departures to partner on the launch of the A8, we knew we would have to create something truly innovative, show stopping, and ‘never been done before,’” he said in a release. “This project underscores the power of print and speaks to the type of unique luxury experiences Departures offers its incredibly affluent, discerning readership.”


Departures mag ()


This is the first print ad execution of its kind for Departures, in partnership with Audi of America. Readers are provided with a faux replica Audi key fob that, when pressed, animates organic light-emitting diode (OLED) taillights, on a virtual 2019 Audi A8 when the page is opened for the first time. Closing and re-opening the page also activates the ad. 

The exclusive print advertisement will be distributed to 25,000 targeted Departures readers in the November/December issue. Departures is published seven times a year and has a circulation of 1.5 million. 

“We are proud to partner with Audi on this extraordinary, show stopping, high tech print execution that provides our affluent and sophisticated readers with this ‘never been done before’ imaginative introduction to the high tech engineering of the all new Audi A8,” Capua said. 

The ad mimics the lighting technology and user experience in the real Audi A8. The vehicle is designed with state-of-the-art exterior lighting, with precise light that doesn't cast harsh shadows or require reflectors.



"The all-new Audi A8 marks a next generation for Audi lighting design, which is why we wanted a thoughtful and tech-forward approach to our print advertising," said Loren Angelo, vice president of marketing for Audi of America in a release. "The ad is more than a stunning visual; it's a limited-edition experience that we hope will intrigue Departures readers and Audi fans who are consistently on the go. We wanted to create something so impactful that it would naturally get those readers' attention.” 

The technology for the ad, that blurs the line between print and digital, was created by Structural Graphics, a print marketing firm based in Connecticut. A microprocessor and a record-breaking number of LEDs mimic the Audi’s lighting. The company also produced the remote control faux key fob that Departures readers will use to trigger the display lights. The technology used to produce the insert was paired with art from Audi's brand and creative agency, Venables Bell & Partners, to reinforce the elegant exterior styling of the all-new Audi A8.

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