INSIGHT: Millennials don’t like to be told what to think.
IDEA: challenge paid communication by replacing ads with relevant headlines and news stories.
APPLICATION 1:
‘Tru’ uncovers the real story behind ads using logos.
‘Tru’ is an augmented-reality function of the NYT mobile site. Powered by Google Translate, ‘Tru’ scans the logo, and replaces ads with subject-based headlines. Tapping the headline leads to the NYT article.
APPLICATION 2:
‘Tru’s ad blocker on Google Chrome will replace ads with content related headlines and bylines, leading to the full story.
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