GLOBAL – JUNE 2011 – While at the beginning of the 19th century advertising postcards used as a popular, accessible, cost effective communication medium, in the 1990’s they were given a new shape when dozens of racks appeared in various entertainment venues worldwide. In June 2011, against the background of the technological revolution that took place in the past decade, Smartcards were born.
A combination of print and smartphone technology, Smartcards are an interactive medium, offering four innovative tools for use through Smartphones: QR code enables fast access to an Internet end point; I-card, combination of an advertising clip against the background of an image; Playcard, traditional postcards use as a game board as the players are featured on the cellular display, and image identification application, a camera application for photographing the postcard offering sharing and automatic access into the world of the brand.
Shelly Rokah, CEO and owner of Israeli ShellysCard is responsible to this revolution, which was launched as part of the International Conference for Advertising Card Companies held this May in Israel, in conjunction with Shalmor Avnon Amichay Y&R Advertising Agency.
To launch this new format, Shalmor Avnon Amichay Y&R created a pro bono campaign for fighting AIDS, using the new technologies offered by the Smartcards. This campaign uses one of the tools offered by the Smartcard and allows Smartphone owners to scan the QR code appearing on the postcards and receive a variety of video clips and applications, straight to their Smartphone, dealing with raising HIV consciousness and fighting the stigma associated with it.
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The project that began in Israel will be disseminated this June in the 20 countries members of IFA (International Freecard Alliance): UK, Greece, Bulgaria, Germany, Barbados, Albania, Brazil, Finland, France, Italy, Germany, Austria, Australia, Ireland, Philippines, the Dominican Republic, Mexico, Peru, India, South Africa and Israel.
Gideon Amichay, Co-CEO and Chief Creative Manager, Shalmor Avnon Amichay Y&R: "We congratulate this initiative and hope that this launch, which is part of the international campaign, will provide the war on AIDS a much required leverage. In an era in which people do not die of HIV any longer, the number of new HIV patients gradually increases while their average age continues to drop. In an attempt to break through the walls of indifference revolving AIDS, we have been voluntarily accompanying the Israel AIDS Task Force for over half a decade, generating together campaigns that gain prominent visibility worldwide."
Shelly Rokah, CEO and owner of ShellysCard: "Advertising through postcards is, first and foremost, a social medium, and this is why ShellysCard considers it a valuable opportunity to give something back to the community. The cooperation with Shalmor Avnon Amichay, devoting ourselves to fighting AIDS, and the participation of 20 countries in the campaign – all derive from the wish to recruit the best minds in the world of advertising for this campaign on behalf of a battle which is important to us all."
