Tag: Case study

BACKGROUND:

To celebrate Queen Elizabeth II’s Diamond Jubilee, Pantone created a Queen shaped colour guide. To ensure maximum exposure and engagement, they used direct mail.

Rather than targeting creative directors or design agencies with a mass direct mail campaign, Pantone targeted media publications and bloggers in order to attract a huge amount of PR. This strategy also ensured the resulting social media hype, which grew the campaign’s awareness exponentially. In doing so, Pantone extended the reach of the campaign far beyond that of an ordinary direct mailer.

 

OBJECTIVE:

Pantone worked with design agency Leo Burnett London in order to create a unique piece of memorabilia that celebrated the Diamond Jubilee as well as grab the attention of new and existing customers in a way that was both original and surprising. Pantone has been the definitive authority on colour within the printing industry for decades, and the omnipresence of their iconic swatch books in design studios worldwide has been a source of inspiration for generations. To remind their target audience of the capabilities of their colour matching system, Pantone decided to colour match a variety of the Queen’s most famous monochromatic outfits worn throughout the 60 years of her reign.

 

“Building true brand engagement is about creating dialogue. Don’t consider direct mail or email or web in isolation, but consider the right combination to achieve the best response” 

Kevin Slatter, Director of Data & Analytics at Geometry Global

METHOD: 

A limited edition queen-shaped swatch book was created with each outfit painstakingly matched by Pantone’s colour expert technicians to the exact Pantone reference, date and location where each was worn. Each of the 60 cards in the spiral guide shows Queen Elizabeth II in the same formal suit with only the colour changing.

Leo Burnett approached Buckingham Palace with the concept which was so well received it was made an official piece of Diamond Jubilee memorabilia and became royally endorsed. An ultra-short run of 60 copies were produced and sent out to a highly targeted mailing list consisting of media publications including magazines and newspapers, influential design bloggers and prominent designers.

 

 

“Our 7 colour HP Indichrome Pantone emulation process was capable of matching all 60 colours, exactly. From Primrose yellow to Lilac Snow, the palette subtly evolves yet always regal” 

Precision Printing

RESULTS: 

Within 24 hours the campaign had been written about in over 1.2 million website and blogs with #pantonequeen trending on Twitter. Numerous design publications also covered the innovative direct mailer which ensured it had maximum publicity with a targeted audience of existing and potential Pantone customers. Since Pantone only produced a small run for the Direct Mail campaign, printing and shipping fees were kept to an absolute minimum, translating into an incredible return on investment.

 

CONCLUSION: 

The Pantone Queen is a great example of how brands can combine the power of print and direct mail with the mass reach of online media. By targeting media publications and bloggers instead of customers, Pantone were able to extend the reach of its campaign far beyond what they could have expected to achieve with an ordinary direct mailer.

Direct mail continues to play a significant role in the marketing mix, offering more personally relevant content to customers and converting brand awareness into action. Creative Direct Mail, such as the Pantone Queen, has the ability to create a lot of online buzz and pushes the message out to a far greater audience.

Direct mail and online media, particularly social media, should be considered complimentary mediums as they greatly improve the effectiveness and reach of campaigns when used in conjunction. Direct mail is personal and more engaging whilst social media such as Facebook, Twitter and blogs offer a better platform for discussion and mass reach. Integrating the two mediums is a logical step for any brand to strive for as it reflects the multi-channel world in which we all consume content in.

 

Thanks to Kellie Northwood, Executive Director of VoPP/Two Sides Australia for allowing us to republish this case study, made available to us as Foundation Sponsors of TSA Limited, the publishers of the VoPP (Value of Paper and Print) report. Find out more via www.valueofpaperandprint.com.au.

 

CASE STUDY 1:
Ogilvy Brazil & Life Support Group: ‘This Poster is HIV Positive’

Agency Ogilvy Brazil partnered with organisation Life Support Group to deliver a consumer education and awareness campaign in São Paulo, Brazil.

OBJECTIVE:
The campaign set out to break down the stigma and confusion surrounding HIV/AIDS and how the virus is transmitted.

METHODOLOGY:
Posters were created that contained 1 drop of blood from an HIV positive individual and distributed throughout São Paulo. The text on the posters read, “My measurements are 40 by 60 centimetres. I was printed on high brightness paper. And my weight is 250 grams. I’m just like any other poster. Except for one thing: I’m HIV positive.. I’m living with the virus. At this point you may be taking a step back, wondering if I offer any danger.”

RESULTS:
The campaign was effective at educating readers that HIV can’t survive for more than an hour outside the human body, so like the poster, HIV positive individuals are completely harmless. The campaign provided highly emotional responses from the public, with some touching and even kissing the poster after reading it, proving that the message was received and the misinformation was corrected.

“The poster humanizes the problem and brings people together for the cause, showing that it’s possible to live in a prejudice-free society.”

Aricio Fortes, Ogilvy Brazil’s Chief Creative Officer

CASE STUDY 2:
New Zealand Rugby Union & Adidas: ‘Bonded by Blood’

The New Zealand Rugby Union partnered with Adidas New Zealand to produce a campaign that exemplified how supporting the All Black players is in New Zealand’s DNA.

OBJECTIVE:
To create a poster that reflects the unwavering depth of support from All Blacks fans, as part of Adidas New Zealand’s annual limited-edition posters.

METHODOLOGY:
All Blacks players each donated a sample of blood that was combined with ink to produce 8000 special edition posters. The digitally imposed posters featured the All Blacks team performing the haka in Fiordland National Park. Slogans such as “Stand in black. It’s in our blood” and “Rugby. It runs through your veins” were used in the campaign. These ‘Bonded by Blood’ edition posters came with a certificate of authentication and given to those fans who purchased an All Blacks jersey.

RESULTS:
The posters were very well received within the community, achieving the goal of enhancing national pride and connection with the All Blacks team. This campaign allowed the All Blacks to acknowledge the depth of support received by fans over the years, and cultivate a strong sense of community.

“Adidas believes rugby is an essential part of New Zealand’s DNA and we wanted to show how the players and their supporters are inextricably linked – how supporting the All Blacks is in our blood.”
Craig Waugh, Adidas New Zealand’s Marketing Manager

CONCLUSION:
Both of these campaigns are excellent examples of how companies are pushing the limits with print, yielding results. Incorporating blood into the posters ink created a strong tangible and sensory experience, forging a deeper emotional response to the campaigns. Thus generating both a memorable and impactful experience. Using print media to appeal and relate to consumer’s senses proves much more effective than just using images and text to get the message across. Print allows brands to communicate their values and message in a highly engaging and emotional manner.

Thanks to Kellie Northwood, Executive Director of VoPP/Two Sides Australia for allowing us to republish this case study, made available to us as Foundation Sponsors of TSA Limited, the publishers of the VoPP (Value of Paper and Print) report. Find out more via www.valueofpaperandprint.com.au.

BACKGROUND:

Nutella wanted to build a lasting relationship with its customers and attach a sense of community to its iconic brand. To achieve this, they needed to make each customer feel special and trigger an emotive response that encouraged deeper connections with the brand.

The solution was to build a campaign that focused on personalisation with customers being given the opportunity to receive printed labels, or purchase personalised jars, that displayed their name in the trademark Nutella typography. The campaign has been a great success in Australia with hundreds of thousands of customers engaging with the novel idea and sharing images of their jars on social media.

OBJECTIVE: 

To tap into the lucrative millennial market segment whilst also appealing to their core target market of families required Nutella to engage with their customers on a truly personal level. Nutella realised that a product offering which appealed to individuals was key to the campaign’s mass appeal and success. To do so, Nutella adopted a one-to-one marketing strategy which focused entirely on the concept of ‘Make Me Yours’ with customers invited to personalise their Nutella label.

“Given that millennials are all about mobility and digitisation, the ability to integrate innovative labelling and packaging with social media is paramount.” 

Gareth Pearson, CEO at BMi Research

METHODOLOGY: 

Nutella announced through multiple social media platforms that, for a period of time, customers who purchased a special jar of Nutella could request a personalised label which could be wrapped around the jar, replacing the standard Nutella label.

The customer had to use an in-built Facebook app to scan the barcode on the Nutella jar and then type the name they wished to be used for their personalised label. The label would then be posted to the customer for them to stick onto their jar of Nutella. The accompanying letter encouraged people to upload photos of themselves with their personalised jars onto Nutella’s Facebook page and share the experience with friends through the #mynutella hashtag.

Originally, the campaign was due to last for a six week period creating a sense of urgency with Nutella fans who wanted to take advantage of the special offer. However, major retailer Myer saw the potential in offering the service in store as part of their ‘Giftorium’ Christmas campaign. Partnering with Ferrero (Nutella’s manufacturer) Myer offered shoppers the opportunity to instantly purchase personalised jars, with special printers being deployed to all stores in order to print the personalised labels.

RESULTS: 

The initial campaign launch was very successful with hundreds of thousands of customers accessing the online app to receive personalised labels for their Nutella jars. Millennials quickly became Nutella’s greatest and most vocal advocates with thousands of customers using social media to propagate their recommendations to friends and family and upload images of their personalised Nutella jars.

For many, the concept was perfect to give to a friend or family member as a thoughtful and unique Christmas present. However, many would not have taken the steps required to receive the personalised labels via post, regardless of how perfect the gift may have been for its recipient.

This apparent shortfall in the deployment of the campaign was perfectly filled by retailer Myer’s ‘Giftorium’ Christmas campaign. Myer was the only retailer in Australia who offered the service and it featured heavily in all of their stores nationwide. The success of the in-store personalised Nutella jars was astounding and became the top-selling item for their Christmas period. Myer sold more than 400,000 personalised jars in Victoria alone with 50,000 being sold in their flagship store.

“The personalisation of interactions fosters greater customer loyalty which ultimately results in the holy grail of marketing – namely improved ROI.” 

Gareth Pearson, CEO at BMi Research

CONCLUSION: 

Over the past couple of years, the concept of mass personalisation has emerged as a powerful differentiator for brands who are eager to give their products a USP in increasingly competitive markets. Especially among millennials, who demand more from the brands they choose to engage with, offering a personalised experience is essential for developing customer loyalty. Combining the power of customised printed packaging with social media is a highly effective tactic for forging strong customer engagement.

Today’s consumers want to feel unique and by offering something personalised and affordable, brands can achieve this and reap the rewards. The trend towards personalised packaging and printed marketing material will no doubt continue to rise with marketers capturing and utilising more customer data than ever before. The ability of printers to adapt to these changes and offer personalised components to a brand’s product or service offering will become essential as marketers continue to seek evermore effective ways to engage with their customers.

Thanks to Kellie Northwood, Executive Director of VoPP/Two Sides Australia for allowing us to republish this case study, made available to us as Foundation Sponsors of TSA Limited, the publishers of the VoPP (Value of Paper and Print) report. Find out more via www.valueofpaperandprint.com.au.

BACKGROUND:
To reinforce QUT’s positioning as a forward-thinking and innovative tertiary institution, they utilised Google Cardboard to deliver a truly sensory experience to prospective students.

Google Cardboard is a virtual reality (VR) platform that uses a fold-out cardboard mount for a smartphone. Once mounted with the relevant app installed, it becomes a VR Viewer and replicates an environment that simulates physical presence through sensing movement and rotating the image accordingly. It is a highly immersive and engaging platform, already utilised by numerous brands. Due to its low-cost, sustainable and environmentally-friendly design, Google Cardboard has proven itself to be a very effective application to grab an audience’s attention – and keep it.

 

QUT is a highly successful and globally positioned Australian university based in Brisbane and is consistently ranked as one of the best performing in the country and the world. With school leavers showing a growing awareness and genuine interest in the importance of global opportunities, QUT wanted to emphasise that their graduates were widely recognised as ‘global ready’. Google Cardboard enabled QUT to encapsulate the message of ‘global ready’ within an engaging and memorable multimedia channel.

“By embracing VR technology, instead of taking QUT students to the world, we brought the world to them.”
(Tony Wilson, Director of marketing, QUT).

OBJECTIVE:
QUT worked with Brisbane based agency BCM to develop the Global Goggles campaign which created a virtual reality experience for prospective students. It showed a 360-degree rendering of the Brisbane skyline with landmarks from all over the globe, such as the Eiffel Tower and Big Ben popping into view. It was designed to visualise the university’s claims that its students are ‘global ready’ whilst demonstrating its credentials of being a forward-thinking and innovative institution.

METHODOLOGY:
15,000 prospective students and their families who visited the QUT Open Day at the Garden Point campus were given a pair of Global Goggles.

The Google Cardboard device had been branded with the Global Goggles and QUT logos and was constructed by the users from flat pack form. The Global Goggles could be used again and again and for a multitude of different apps freely available to download. This ensured that they would remain with their users for a long time serving as a physical reminder of the positive brand experience they had whilst at the Open Day.

RESULTS: Feedback from prospective students who tried the Global Goggles was extremely positive with a high proportion of users stating that it was the first time they had experienced virtual reality. Global Goggles was a highly effective branding opportunity for QUT and reinforced their brand positioning of being at the forefront of innovation and global technology.

“That was insane. I really felt like I was there. I didn’t expect it to be like that. It was like nothing I’ve ever experienced.”
(Prospective QUT student, 2015)

CONCLUSION:
Virtual Reality has the potential to become one of the big trends for marketers to embrace within their multimedia channel campaigns. Because Google Cardboard is a cost effective, accessible and portable adoption of VR, it enables brands to create immersive experiences for consumers and get them to market quickly.

Like all print, Google Cardboard can be easily customised, through shape, colour and branding allowing marketers to maximise impact with their own VR campaigns.

QUT is not the only university utilising Goggle Cardboard to attract prospective students. University of Tasmania was keen to engage students with a tour of their campus locations with an immersive panoramic experience. This proved to be a great attraction to visitors of Open Days who took the virtual tour.

The ability to send a Google Cardboard pack to potential students nationwide, or even worldwide, who cannot feasibly visit before applying to study, offers a novel approach to making remote students feel included and aids the explorative phase students go through before choosing their university.

Thanks to Kellie Northwood, Executive Director of VoPP/Two Sides Australia for allowing us to republish this case study, made available to us as Foundation Sponsors of TSA Limited, the publishers of the VoPP (Value of Paper and Print) report. Find out more via www.valueofpaperandprint.com.au.