Fairfax has explored a new advertising model with the Australian Financial Review (AFR) providing a free sample of Chanel perfume with its newspaper.
The initiative, a first for Fairfax newspapers, saw AFR attach a small package of the Chanel Bleu product, a perfume designed for men, on its front cover on Tuesday this week.
The format is typically associated with magazines and the Fairfax integration is a first for national newspapers.
The new ad format "caused a lot of excitement" among readers and will be the base for more innovative ideas, says Fairfax Media head of luxury Nerissa Corbet.
“This is an unexpected use of the newspaper medium, traditionally used within premium glossy magazines," Corbet says.
"The ribbon wrap and fragrance tip-on created exceptional cut through and the interactive nature of the execution appealed to the AFR reader in the lead up to Father's Day. It was widely observed there was a high level of interaction with the fragrance sample.”
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