Revolutionizing Print Advertising: Worth Rent A Car's Interactive Campaign

Bringing Digital Interaction to Traditional Print Advertising

Worth Rent A Car's advertising campaign, designed by Nikola Vucicevic, is a testament to the power of interactive advertising. The campaign, which was featured in various magazines, was a connect-the-dots ad that, when completed, revealed the company's new logo - the letter 'W'. The dots represented different stages of driving a car, from choosing a flower to driving into the sunset, encapsulating the essence of the brand's customer experience.

The campaign was a part of Worth Rent A Car's brand revamp, which included a new logo and brand image. The interactive print ad was a unique way to promote the new brand identity, setting it apart from traditional print ads. The design was realized using offset printing technology, emphasizing that the production aspect was not the key component of this design, but rather the innovative concept behind it.

The design was created in various formats, with the original digital file size being 2485 px x 3508 px at 300dpi. The color mode used was srgb for digital and cmyk for printing. The design tags included Rent A Car, Car, Auto Industry, and Magazine, reflecting the target audience and industry of the campaign.

The campaign was a result of a collaboration between Nikola Vucicevic, Ket Katarina Popovic, Jelena Vucicevic, Ivona Ateljevic, and Larry Greenberg. The design was created in Chicago, US in 2015, despite Worth being a European based company. The campaign represented a key point in the successful collaboration between Nikola Vucicevic and Worth Rent A Car, which began in 2010.

The design faced several challenges, including the need to create a powerful, meaningful, and attractive ad with a limited number of words. However, the feedback, results, and awards received for the concept confirmed its success. The design won the Platinum A' Advertising, Marketing and Communication Design Award in 2016, recognizing its exceptional innovation and contribution to societal wellbeing.

In conclusion, Worth Rent A Car's interactive print ad campaign, designed by Nikola Vucicevic, is a brilliant example of how traditional print advertising can be revolutionized by incorporating principles of digital interaction. The campaign not only promoted the company's new brand identity but also provided a unique and engaging customer experience, setting a new standard for print advertising.