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Blog: canada

Layar Campaigns Take Top Honors at Canadian Newspaper Awards

Chris Cameron April 9, 2014

Canada has been a hotbed of Interactive Print activity with newspapers ever since we partnered with publishers like Glacier Media and national papers like The Toronto Star. Over that time, Canadian papers have produced some outstanding campaigns using the Layar Creator and now they’re being rewarded for their creativity and innovation.

Three different Layar campaigns have been awarded five prizes at the 2014 Great Idea Awards, a ceremony honoring excellence in newspaper promotion and marketing in Canada. The awards for Layar campaigns include three 1st place prizes for both Glacier Media and The Toronto Star.

The Toronto Star’s “Go Beyond” campaign – a fully interactive newspaper produced in partnership with Nissan Canada – took 1st place for Print Innovation and 2nd place in the Advertising category for daily newspapers. “Scene,” a fully Layar-enabled magazine from Glacier Media’s Prince George Citizen (Prince George, British Columbia), took home a pair of 1st place prizes in the Magazine and Young Reader Engagement Initiative categories.

“It is a truly interactive print product that drives reader engagement using Layar technology,” said Norm Coyne, founder of Scene. “The ability of readers to use their smartphones to interact with the content and ads in the magazine has taken the Scene PG to a whole new level.”

    

Another Glacier Media paper – The Peak from Powell River, British Columbia – was awarded a 2nd place prize in the Newspaper Marketing & Promotion category. The campaign encouraged readers to discover the paper’s interactive features through a contest which raised funds for a local hockey club mascot.

“Our staff all participated enthusiastically in the Layar promotion that we hosted as game-night sponsor for our Powell River Kings Junior Hockey Team. They even brought their children to help demonstrate Layar to fans,” said Joyce Carlson, Publisher at Peak Publishing. “Sharing Layar technology was rewarding and placing second in Canada for our entry was extremely satisfying. I’m proud of our staff for coming up with this creative project.”

The awards will be presented at the annual Newspapers Canada Ink & Beyond conference in Charlottetown, Prince Edward Island on May 29th.

To discover more about how newspapers can take advantage of Interactive Print, visit our Layar in Newspapers page where you can download our Newspaper Industry Overview.

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Nissan’s Toronto Star Campaign Among Finalists for Media Awards

Chris Cameron March 4, 2014

The Toronto Star, Canada’s largest newspaper, and Nissan Canada have been nominated as a finalist for the renowned International News Media Association (INMA) Awards for its “Go Beyond” Interactive Print campaign in the Best Marketing Solution for an Advertising Client category.

The paper collaborated with Nissan Canada – which worked previously with creative agencies TBWA and OMD on an award winning 2012 Interactive Print campaign – to create an interactive newspaper experience that brings digital content to the pages of the paper. They launched the “Go Beyond” campaign in September of 2013, allowing readers to interact with the newspaper by scanning the pages with the Layar App. 

Nissan Canada contributed 30 interactive advertisements and sponsored the “Go Beyond” campaign. Readers could see photographs morph into videos, videos of their favorite columnists and even a behind-the-scenes look at the construction of a new aquarium. Additionally, a contest provided users with the chance to win a $3,000 travel voucher. 

The results of the campaign were a huge success, producing lots of encouraging reactions from readers. The well crafted and positioned calls-to-action in the Toronto Star created a 2,200% boost in Layar App downloads in Canada above the daily average. Of those that scanned a page, an unprecedented 95% clicked-through and interacted with the content, and 20% went on to scan content again in the 3 days following the campaign.

“It was important that the audience had the opportunity to participate in an augmented newspaper that leveraged the technology to provide a deeper connection to the content,” said Tami Coughlan, Associate Director of the Toronto Star’s Integrated Solutions Team in an article on INMA.org.

“We wanted to create anticipation for what was coming next and create motivation to look for the clues throughout the paper that uncovered deeper stories, videos, interactive games, and animations,” she added.

The campaign has also been submitted to Canada’s National Newspaper Awards which will be announced on May 30th. The INMA Awards winners will be announced on May 13th at INMA World Congress in San Francisco.

We’re crossing our fingers for the Toronto Star’s campaign. Lots of hard work went into this project, and it would be great to see a second Interactive Print campaign in Canada be rewarded for its efforts.

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Layar Opens Canadian Office

Chris Cameron June 19, 2013


Image by Benson Kua

For all of our Canadian Layar users, you’ll be excited to hear that we’ve recently opened a Canadian office in Toronto. The office will be run by Nigel Newton, Layar’s newly hired Country Manager for Canada.

The Canadian market has seen exceptional growth for us in recent months with nearly 1 million downloads of the Layar App and 1,000 users of the Layar Creator. Brands like Readers Digest, Nissan and Glacier Media have already begun using Layar to add interactivity to magazines, newspapers and other content in Canada to increase reader engagement and boost advertising revenue.

We’ve selected Nigel Newton from the Layar Partner Network to lead our market development in Canada. Newton introduced interactive print to the mainstream Canadian media in 2012 while leading innovative newspaper advertising projects with Postmedia, Canada’s largest publisher of English language newspapers. In 2012, Newton was also involved in organizing our Activate Print Toronto seminar with the Dutch Embassy. He has proven to be an expert on interactive print.

As interactive print continues to grow worldwide, we are very excited to continue our expansion into the North American market, but best of all is how our Toronto office will better serve our users and customers in Canada and North America.

Nigel’s expertise and proximity to the Canadian market provides easier access to our wealth of knowledge, insights and services, including our Campaign Review Service. This all-new service gives you opportunity to take your campaigns to the next level. Click here to learn more.

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Glacier Media’s Interactive Print TV Ad

Chris Cameron May 13, 2013

Back in February we told you about our exciting partnership with Canada’s Glacier Media, which is using Layar in over a dozen local newspapers on a regular basis. To help promote this partnership, Glacier has produced a 30-second television ad to show off the power of interactive print.

“Imagine being able to interact with your newspaper, purchase what you want whenever you want it, investigate your interests, look past the surface,” the ad says. “Don’t just read your newspaper, experience it.”

It’s a really well-made ad and it perfectly explains the core benefits of interactive print - being able to bring the digital interactivity we know and love from the web to print materials.

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Canadian Publisher Launches Huge Interactive Print Rollout

Chris Cameron February 7, 2013

More big news from the Great White North! Glacier Media, Western Canada’s largest local media company, is launching a massive interactive print rollout with its newspapers in British Columbia. In total, 12 newspapers will incorporate Layar’s technology, with more papers lined up to join soon.

Read our press release here!

Editorial and advertising content in each of Glacier’s twelve local newspaper properties and one real estate publication in the Lower Mainland region of British Columbia – a circulation of over 500,000 – will feature Layar’s innovative and enriching interactive print technology. Readers will be treated to a more engaging print experience, as extra digital content is displayed when they scan the pages with the Layar App.

“This will allow print to come to life,” said Alvin Brouwer, president of Lower Mainland Publishing, a division of Glacier Media. “It adds many different dimensions to a print advertising campaign or to the stories and photos that appear in our papers.”

Glacier Media joins a growing group of printers and publishers choosing Layar as its augmented reality and interactive print platform of choice. Fry Communications, one the largest printers in the United States, similarly chose Layar to provide interactive print solutions to its customers just last month.

We’ve already seen proven success in Canada. A recent interactive print advertising campaign for Nissan across a dozen Canadian newspapers produced a 65% increase in test drives for the automaker while helping its creative agencies earn the coveted “Best in Show” prize at the Media Innovation Awards.

“This is a game changer,” said Shelly Wilson, Vice President of Digital Sales at Glacier Media. “The Layar technology provides us the opportunity to increase newsprint’s utility to our readers and advertisers enabling immediate action.”

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