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In a very short space of time, we’ve gone from broadcast through narrow casting to what people are calling “my media.”
Maybe it’s the “me” generation but advertisers now have to be clear that they’re talking to individuals one on one.
Digital print is at this moment in agencies only at the beginning of its evolution.
Because we’re evolving quite fast from mass media to “me” media,
you see it happening a lot now, since a few months or a few years, online
because that’s really for all the creative where they see it every day. They work with it every day.
What you see in the booth today are extremely creative developments in the print industry
with high quality levels of execution.
To think that we’ve moved so far so fast is the immediacy that digital print can now represent
and the opportunities that means for ad agencies,
not only to be immediate but to actually personalize their messages wherever they’re delivering them.
We started to change the communication that we sent out.
It used to be printed in offset and it was mass communication so the brochures were all the same.
We started to use the data from the customers to make the communication relevant.
What we hear from our customers since we started sending them is they find it more relevant
and it’s a more efficient way to do their shopping.
So, it’s a “win, win” situation for us, the retailers and for the customer.
The customer likes it and we have a lot of savings in paper because we went from a 32 page to a 4 page.
So, we have less paper. We have lower postal costs.
We have less transport and it’s good for the environment.
So, it’s a very sustainable solution,
but to do so, we had to go from offset to inkjet technology.
Last year we started with a T400 because we needed speed.
We make two million different brochures in one run and it only takes us 26 hours to print this.
So, every two weeks we send out these targeted promotions.
You will see an increase in highly creative work in digital
which goes beyond what we do now most of the time is to do digital printing in posters.
I believe that we will go much further in how we can personalize anything from packaging to direct marketing.
The Smart Campaign was done because of the desire of our client Smart,
and in fact the most important in this project is a client whose name is Smart,
who has a small car that is perfect for cities and has the peculiarity; that the car can be parked in almost any place.
When we live in a large city, for instance like Paris finding a parking spot is a daily problem.
For us the challenge was how to conduct the campaign
and speak to people to make the point across that Smart cars are easier to park than other cars.
We decided to speak about the place where people were trying to park,
people like it because it was a message address personally to them.
And what was interesting was to see that the campaign was touching everyone and people were paying attention.
This was excellent for our client Smart and for HP was an incredible demonstration
of digital printing capacity and shows what it can do.
Additionally the big challenge of this campaign, at the time of starting it up,
was the time of delivery and how fast it was done and its cost.
Create 10,000 different posters would be extremely expensive if done in offset,
and it would take a long time if done in offset, it would be nearly impossible to do it in offset.
Digital printing on the contrary was very useful;
the speed, turn-around time and the cost is what made that this campaign was possible.
So, now that we have this experience with our own company,
we start selling this to other companies in other sectors
like fashion, for fundraising, for health care
and we see that every time that we get the communication targeted, the return is much higher.