AMP disrupts on the newsstand with innovation set to change perceptions around magazine media
Associated Media Publishing’s QR code campaign goes live on 24 September with all October editions wrapped in bold QR codes. The campaign announces the launch of an entirely new consumer journey: a shopping platform that delivers easy, instant purchasing of products on all AMP platforms.
‘We have always put our readers front and centre of everything we do,’ says AMP Managing Director Julia Raphaely. ‘We see this as a natural progression: we are closing the gap between content and commerce across all our channels, leveraging AMP’s editorial influence, brand authority and audience insight to serve our content consumers better.’
From now on, selected merchandise featured in Cosmopolitan, Marie Clare, House & Leisure, Good Housekeeping and Goeie Huishouding can be purchased simply by using a phone to scan the associated Quick Response (QR) code, which instantly links the user directly to AMP’s Ready to Shop portal.
‘We have created a solution that delivers an instantly shop-able, highly curated expert edit of merchandise, utilizing existing functionality that our readers already engage with, through the Facebook QR code scanner. This makes our brands even more relevant and gratifying for our content consumers,’
explains Elrike Lochner, Group Head: Digital & Marketing.
The stark modernity of the campaign design by North VCA evokes an immediate association with the magazine brands and shopping. ‘Our goal in combining all our titles inside the QR code bag was to launch the campaign on the newsstand in a disruptive manner and therefore change the conversation around magazine media. We are confident we have done just that,’ Raphaely concludes.
The compelling QR code on the bags links to a video clip that amplifies the new experience AMP is bringing to all magazine readers. To see the clip, scan here:
QUOTES FROM AMP EDITORS:
‘Our readers will soon be shopping straight from the pages of the very magazine they hold in their hands, using any scanner including the one available on Facebook,’ says Emilie Gambade, Editor of Marie Claire.‘The QR codes will also allow readers to open new experiences, behind-the-scenes videos, tips and tricks from the team or information on important campaigns we are supporting. It will now all be just few swipes away.’
‘By enabling our readers to shop the items they find inspiring, directly from our pages via their mobile phones, we are completing the content-to-commerce loop, which I think is incredibly innovative and forward-thinking,’ says Tiaan Nagel, Editor of House & Leisure.
Sally Emery, Editor of Good Housekeeping/Gooie Huishouding, adds: We’re always looking for ways to make our readers’ lives easier. Placing Ready to Shop QR codes next to as many GH-approved products as possible in the mag plays directly into that promise: readers can see an item they like on one of our pages, immediately scan the code with their phone, and be taken directly to a website where they can find out more about the item and decide whether to purchase.
‘Our Ready to Shop portal gives our digital audience the benefit of being able to shop directly from a range of carefully curated products selected by the GH team. We’ve done all the searching for the perfect items for them; all they need to do is browse our shop window, click and spend!’