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View as HTML version PSI Journal 8-9/2016 ery. Another attraction is the ‘thrill’ or increase in excitement as a result of the slowly revealing chances of winning. This is what makes ‘Open Monitor’ an innovation that will revolutionise the current standards in many areas and will make entire industries more interesting again, namely through more frequent visiting e.g. print media which will attract attention more frequently,“ explains Torsten Münich, managing director of Global Innovations Germany, who is currently looking for exclusive partners for using Open Monitor abroad. LARGE RANGE OF APPLICATIONS The range of applications of Open Monitor in the marketing area is huge. Integrated as a prize draw in flyers, catalogues or other printed matter, it enhances the internalisation and brand bonding of the advertised product, the brand or the company. The winning codes are freely definable with up to 5 digits or small images (see application example on these pages). Further application options include, for example, discount campaigns or the use as a „magic collector card“. As Torsten Münich reports, up to 100,000 units can currently be produced on existing equipment. „In about a year, we will be able to produce millions“, said Münich looking further into the future. We will soon be presenting further applications of Open Monitor which are currently being developed. More information is available at e or < Here is a concrete application example: The folder of the test market with a Dunkin‘ Donuts prize draw that successfully took place in February this year. (see box for explanation) EXAMPLE OF OPEN MONITOR AS THE „TRIGGER MECHANISM“ OF A DUNKIN‘ DONUTS PRIZE DRAW The Open Monitor is attached to the back of a brochure. The winning codes of the jackpots are shown inside the brochure whereby smaller wins can be verified using a printed QR code on the website. Customers who make a purchase in one of the participating stores receive a flyer with the Open Monitor prize draw. After activating the Open Monitor, the window opens within 3 to 4 days. Three winning options were implemented: 1. On ‘opening’ the winning code, the initials „DD“ guaranteed a 10 per cent discount. 2. A visually imprinted instant win (donut or coffee). 3. Main prizes. To find out what prize was actually won and how it could be collected, the customer had to either visit a participating Dunkin‘ Donuts store again or visit the website. A market survey conducted after the campaign confirmed the huge success of using Open Monitor. The results clearly show that the Open Monitor flyer has a huge impact on the purchasing behaviour of customers. More than 80 per cent of respondents immediately found the prize draw with Open Monitor to be easy to understand. 76.5 per cent looked at the flyer more frequently than at ordinary flyers. Of the test persons who obtained further information, 64.3 per cent used the QR code or the web link on the flyer. In an advertising campaign previously conducted at a basketball game where 2,000 flyers were distributed (without Open Monitor – only with advance announcements of the innovation – this result was demonstrated even more impressively: the QR code and landing page were visited more than 700 times on the first three days). Future application options of Open Monitor: • Precisely defined opening time of the „magic window“ • Moisture monitor • Time monitor • Temperature monitor (electronic sell-by date) 93

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