Sensational sensory mailing

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This is a presentation of a spectacular Print Power mailing proving the message that triggering multiple senses increases the response rate. The mailing created by Ogilvy / Red Works Brussels and used …

This is a presentation of a spectacular Print Power mailing proving the message that triggering multiple senses increases the response rate. The mailing created by Ogilvy / Red Works Brussels and used in 10 countries received response rates up to 25 per cent. The mailing was produced centrally in Brussels with the support of many companies and offered a personalized Moleskine notebook.

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Transcript

  • 1. MAILINGS CREATIVE, ENGAGING AND EFFECTIVE
  • 2. PRINT POWER = PROMOTING PRINT MEDIA
  • 3. WHO ARE WE ADDRESSING? Media agencies Graphical industry Advertising agencies Brand owners
  • 4. WHAT ARE THE THEMES? Creativity Effectiveness Integration
  • 5. CREATIVITY INSPIRATION
  • 6. BRAINSTORM, WORKSHOP, COLLABORATIVE THINKING, DISRUPTION,... ...,THE LOO The chief enemy of creativity is good sense Pablo Picasso
  • 7. SEARCH THE WORLD AND STEAL THE BEST?
  • 8. GET RECOGNITION
  • 9. WHERE HAVE THESE GONE?
  • 10. FACT MARTIN LINDSTROM
  • 11. THE IDEA Tell me and I’ll forget. Show me and I might remember. Involve me and I’ll understand! Benjamin Franklin
  • 12. TRIGGER THE SENSES, INCREASE EFFECTIVENESS + 70% + 30% 3 senses 5 senses
  • 13. SENSORY INSPIRATION
  • 14. OUR TASK
  • 15. INSPIRE MOTIVATE DEMONSTRATE VALUE OF PAPER-BASED COMMUNICATION AS A VERSATILE AND EFFECTIVE COMPONENT OF MEDIA MIX
  • 16. THE MESSAGE
  • 17. THE REPLY CARD Reply card on sticker sheet
  • 18. THE ENVELOPE Manually folded sheet 430 * 580 cm
  • 19. THE CHALK CARD Printed with blackboard ink, manually covered with chalk
  • 20. THE REMINDER MAIL www.TouchedByDM.eu Card with Augmented Reality linked to YouTube, Twitter and website
  • 21. THE PAPER Papers selected that provide a high touch sensation Various paper grades provided by Arjowiggings including Rives, SKIN Curious, Keaykolour and Conquerer
  • 22. THE MOLESKINE Personalised with name and hand print
  • 23. THE PRINTING Five printing technologies:   Digital - inkjet - toner based Offset Screen Printing UV-Offset
  • 24. THE POWERPOINT A collection of 30+ cases and examples
  • 25. THE WEBSITE Separate section on website to cover theory and cases about sensory print
  • 26. THE VIDEO http://bit.ly/ZKKFRd The making-of the mailing in 150 sec. on YouTube
  • 27. DOES IT PAY OFF?
  • 28. Response rates Print Power Sensory print mailing Spain 24,2 Finland 17,5 Italy 14,7 Belgium 14,0 Portugal 13,3 France 10,7 The Netherlands 10,6 Austria 10,2 8,0 UK* Norway 4,0 0 5 * Replies still entering October 2013 www.printpower.eu 10 15 20 25 %
  • 29. http://bit.ly/16l8Mg1
  • 30. Our Partners AgfaGraphics Arjowiggins Dioss Maes Printing Mathildestudios Moleskine Ogilvy /Red Works Tubbax Digital Printing
  • 31. ULBE JELLUMA PRINT POWER ULBE.JELLUMA@PRINTPOWER.EU #PRINTPOWER #ULBE