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Marie Claire And Instyle Devise ’Digital Watermarking’ Campaign For Armani Code


MCIS Armani Code L’Oréal Luxury has partnered with Marie Claire and InStyle to promote Armani Code with a multi-platform campaign that uses digital watermarking to unlock additional content.

The Armani Code campaign will run in the November issues of Marie Claire and InStyle with an outside-back gatefold cover for standout. Embedded invisibly into the print execution is a digital watermark that allows readers with iPhones to unlock a Megan Fox video and Armani competition.

Copy, rather than a symbol, alerts the reader to the additional content they can activate on their phone by holding it over the advertisement. Readers without iPhones will also be able to access the digital elements of the campaign via and

Charles De Montalivet UK general manager of Prestige and Collections, L’Oréal Luxury Products says: “It is a real step forward to allow our consumers to access additional digital content via a print ad and a first for the L’Oreal Luxury Division. Interactive and innovative, it allows us to engage at a deeper level with the reader giving the first digital visual experience in print.”

Ali Deas, group ad director, IPC Media, adds: “This is an excellent example of the innovation that IPC’s brands can deliver, allowing advertisers to engage like never before with consumers. This campaign for Armani Code is both beautiful and interactive, working collaboratively across print, online and mobile.”

Krys Piotrowski, client planning director at ZenithOptimedia says: “A true multi-platform campaign should offer benefit for both the consumer as well as the advertiser. The partnership with IPC delivers an innovative campaign with multiple touch points creating interest through new technology and exclusive content whilst ensuring that the consumer can choose their level of interaction.”

The deal was brokered by Matt Swarbrick, senior key account manager and Juliette Carrington, Creative Media manager, at IPC and Krys Piotroyski, business development director, at ZenithOptimedia. IPC Digital created the digital elements of the campaign with technology partner Digital Space.


Marie Claire
Marie Claire is a compelling media destination that combines provocative features and outstanding fashion to inspire women who want to think smart and look amazing. It is a worldwide icon with editions in 36 countries and is published in the UK in partnership with French publishing company Groupe Marie Claire. The UK edition, published by IPC Southbank, was launched in 1988 and has a circulation of 250,785 (January to June 2011).
In addition, has fast become the established daily news, fashion beauty and celebrity destination for the modern, thinking woman. The site generates 17 million page impressions and 1.1million unique users (source Omniture October 2010)

InStyle is the insider’s fashion and beauty bible, with an eye on upcoming talent in film, fashion and beauty. Along with a-listers, InStyle showcases the very best of international style talent, offering expert advice and an inspirational edit. The British edition of this international title was launched in 2001 and is now established as one of the leading fashion magazines in the UK. The website launched successfully in May 2007.


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