Compared to its shinier TV and digital counterparts, print is rarely seen as an exciting or innovative ad medium these days–but when executed correctly, it is a powerful way to creatively engage targeted consumers.
Given the physical parameters of print, especially for newspapers, you’d be forgiven for thinking there’s not much room for innovation, but German newspaper B.Z. knocked that idea on the head with a sprawling 7-foot-long infographic insert.
The pull-out paid homage to Berlin’s 1,207-foot-high TV Tower and featured a mega ad for Ferrero on the back. The insert was published in late 2019 to celebrate the tower’s 50th birthday, so we’re clearly a bit behind on our German newspaper innovation updates, but we wanted to share it nonetheless.
The infographic is the “largest in the world,” as judged by the Record Institute for Germany, and spanned six double pages, featuring detailed graphics about the tower from its foundation, antenna and operating room to the history of the building. The tower, erected in 1965, is seen as a symbol of national unity in the country and a popular tourist attraction.
On the back of it, Ferrero ran what the newspaper claims is now the longest print ad in the world. The ad, which you can see below, features the Ferrero Duplo, which the confectioner boasts as “the longest praline in the world”—perfectly suited to sponsor a project like this.
Below are the full infographic and ad: