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  • 03 2016 Brand Name Well Agency McCann Tausta With 780 Co operative pharmacies scheduled to rebrand to Well over seven months the challenge was to convey the name change while ensuring minimum impact on customer attrition and loyalty Driven by brand research and Well s vision to be the preferred local community pharmacy a branch specific door drop conveyed the brand message as part of a multi channel campaign and drove brand awareness and recognition voucher redemptions and an increased basket spend per customer Keissi Strategy Well wanted a local highly targeted campaign with the rebrand planned by region activity focused by area and mailings localised by branch This enabled the brand to map nearby branches for customers as well as drive awareness To track effectiveness the door drop included three discount vouchers to drive visits and spend Historic data showed 90 customers live within a mile of their branch so mailing catchments were built individually Same sector branches received a shared door drop showing multiple branches emphasising choice and depth whilst being cost effective Geographic area and day of rebrand influenced local door drop delivery method team delivery where households were straightforward highly costeffective newspaper distribution if penetration was above 60 and Royal Mail to access rural or highly built up secure properties Creativity Well developed a brand strategy to offer personalised healthcare within the heart of the community with a focus on being both human and expert Messaging differentiated Well from its competition friendly and approachable in imagery and tone without losing trustworthiness Illustrated images of pharmacists described each element of the services provided The written with succinct simple and clear tone of voice and simple messages reassured the customer base whilst typography colour and imagery were fully integrated across every element of the marketing plan An emphasis

    Original URL path: http://www.printpower.fi/UK/Well-Pharmacy-uses-door-drop-to-rebrand-reaching-36-million-people (2016-05-02)
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  • your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Battersea Cats Dogs Home print campaign increases site traffic by 79 Submitted by Rachel Aldighieri 22 03 2016 Brand Name Battersea Cats Dogs Home Agency OgilvyOne UK Tausta This campaign aimed to increase interest in rehoming an animal from Battersea Dogs Cats Home The campaign struck an emotional chord with people using a microchipped leaflet to trigger multiple targeted digital billboard interactions that developed a connection with Battersea and generated a positive and profound reaction Keissi Strategy The strategy was to reward the target audience with the feeling of being chosen An immersive outdoor digital experience served solely to people who had self selected as an animal lover by taking a leaflet about rehoming from Battersea volunteers at the Westfield shopping centre entrance Those who had not self identified could watch and share the experience via social media but not actively take part This allowed Battersea to target precious resources very efficiently on those people who really mattered Creativity To create an immersive and emotional interaction between dog and human the team used an insight from the behaviour of stray dogs which often pick a stranger who seems friendly and follow them around making themselves impossible to ignore So wafer thin RFID chips were embedded in the Battersea leaflets making the recipient discoverable to a series of large outdoor digital screens around Westfield shopping centre A Battersea dog followed them around from screen to screen with videos triggered to suit where the target was approaching from and the number of times they had passed that screen The end message recalled the leaflet they had taken and drove them to a

    Original URL path: http://www.printpower.fi/UK/Battersea-Cats--Dogs-Home-print-campaign-increases-site-traffic-by-79 (2016-05-02)
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  • cancer was extremely low even amongst medical professionals despite it causing the loss of one or both eyes in 90 of cases and can even lead to death if not detected early enough This poster campaign targeted parents carers doctors and nurses to raise awareness of retinoblastoma and CHECT It reached a phenomenal number of people and provided a simple way to test for the cancer using any cameraphone putting the power of cancer detection in anyone s hands Keissi Strategy Retinoblastoma is a deadly eye cancer that occurs in young children and if not diagnosed promptly usually has life changing or life threatening results Early detection had to be the basis of any strategic proposition Being a charity there was no budget to speak of so the campaign team talked to those who cared and knew the most the parents of children in remission and discovered that the tumour appears as a white pupil in flash photos even in the early stages This led to the simple but brilliant insight that you can detect it with any cameraphone For the first time a mobile phone could be used as a medical tool for the detection of cancer and CHECT found a simple but innovative way to spread the word Creativity Instead of telling people what to look for CHECT let them experience it for themselves Featuring four real life Retinoblastoma survivors the team created a series of posters that people could photograph to see for themselves how the cancer would appear Each child s eye looked normal on the poster but an innovative highly reflective ink containing particles of silver made their pupil appear white in the flash photo Crucially this had a real wow factor with high emotional impact the moment people saw the white pupil on their

    Original URL path: http://www.printpower.fi/UK/CHECT-uses-print-and-digital-and-successfully-reaches-more-than-69-million-people (2016-05-02)
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  • to receive our popular Print Power magazine and other printed Two Sides material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Hulluttelu toimii yhä kaupassa Submitted by Reino Lantto 21 02 2016 Tausta Stockmannin kaksi kertaa vuodessa järjestämä Hullut Päivät täyttää vuonna 2016 jo 30 vuotta ja hulluttelu toimii yhä Stockmannilla on vaikeuksia mutta lokakuun Hullut Päivät kasvatti vertailukelpoista myyntiään 4 mikä oli hyvä saavutus koko kaupan kentässä Keissi Myynti kehittyi lokakuussa 2015 hyvin erityisesti Suomessa niin tavarataloissa kuin verkkokaupassakin ja tuotealueista muoti ja ruoka kasvoivat eniten Kampanja siis toimii edelleen eikä vähiten laajan printtipanostuksen takia Hullujen Päivien katalogi on odotettu ja ahkerasti selattu kuvasto monessa kodissa Hullut Päivät on Stockmannin tunnetuimpia brändejä Se on pysynyt elinvoimaisena huonoinakin aikoina Brändille on haettu näkyvyyttä laajalla printtimainonnalla joka on toiminut Syyskuussa 2015 huomatuin sanomalehtimainos oli oheinen Helsingin Sanomissa julkaistu Stockmannin Hullut Päivät erikoistoteutus Mainoksen huomioarvo oli 86 prosenttia Keskihuomioarvo sanomalehtimainoksilla on 59 prosenttia Hullujen Päivien kampanjassa markkinoinnin tärkein tehtävä on saada asiakkaat liikkeelle ja siinä onnistuttiin hyvin Myös passiivisia asiakkaita saatiin liikkeelle aikaisempaa paremmin Hullut Päivät on ennen kaikkea hyväntuulinen hintavetoinen kampanja jossa brändi voi irrotella Stockmannin head of marketing concepts Marja Isokangas Huiko kertoi M M lehdelle syksyllä 2015 Printtimainonnan lisäksi Hullut Päivät näkyvät mm televisiossa ja tietysti kadulla Yksi nerokas oivallus on ollut keltainen kassi joita näkyy kaupungilla runsaasti Keltainen väri toistuu kaikkialla tavaratalossa ja keltainen sekä musta ovat iskostuneet hyvin mieleen päivien tunnusväreinä Vanha brändi uudistuu Hullut Päivät järjestettiin ensimmäisen kerran Stockmann tavarataloissa huhtikuussa 1986 Alusta asti kampanjan ideana on ollut merkkituotteiden tarjoaminen selvästi markkinahintoja edullisemmin Tuotteet hankitaan suurissa erissä

    Original URL path: http://www.printpower.fi/FI/Hulluttelu-toimii-yh-kaupassa (2016-05-02)
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  • By subscribing you will automatically opt in to our regular newsletters and emails about the sustainability and attractiveness of print and paper Verification failed please try again with this new verification box Please enable JavaScript to continue Wait Two Sides gives you more Do you want to receive our popular Print Power magazine and other printed Two Sides material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Completely London Magazine increases its print run by 50 Submitted by Shareena Patel 02 02 2016 Tausta Estate agents don t immediately spring to mind when it comes to print creativity but the London based Kinleigh Folkard Hayward have turned the theory on its head with their Completely London Magazine Keissi The quarterly print title aims to showcase the company as the leading expert in citywide property matters and experts in the capital its people and places Each issue begins with a theme previous themes have included Secrets Rebels and Power and expands on

    Original URL path: http://www.printpower.fi/UK/Completely-London-Magazine-increases-its-print-run-by-50 (2016-05-02)
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  • paper By subscribing you will automatically opt in to our regular newsletters and emails about the sustainability and attractiveness of print and paper Verification failed please try again with this new verification box Please enable JavaScript to continue Wait Two Sides gives you more Do you want to receive our popular Print Power magazine and other printed Two Sides material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Printtisuora aktivoi Viinistä kiinnostuneita Submitted by Reino Lantto 03 01 2016 Tausta Viinilehti sai runsaasti uusia tilaajia vuonna 2015 monikanavaisella suorakampanjalla Kampanjan toteutuksessa jossa printti oli mukana saatiin merkittävästi paremmat tulokset kuin ilman printtiä Printtisuoran ohjausvoima verkkoon ja tilaamiseen oli uskomattoman hyvä Keissi Viinilehti Oy toteutti Laine Direct Oy n kanssa monikanavaisen kampanjan jossa tavoitteena oli saada lehdelle uusia tilaajia Halusimme samalla testata monikanavaista suoraa kahdella eri tavalla kertoo Viinilehti Oy n markkinointipäällikkö Pasi Myllymaa Kampanjat kohdennettiin Viini lehden omaan Viikon Viinivinkki uutiskirje rekisteriin Vastaanottajille kohdennettiin ensimmäinen personoitu viesti joko sähköpostitse tai printillä Viesti ohjasi vastaanottajan henkilökohtaiselle esitäytetylle tilaussivulle Muistutussähköposti lähetettiin vain niille vastaanottajille jotka eivät olleet kahden päivän kuluttua viestin saapumisesta käyneet henkilökohtaisella tilaussivullaan Kampanjatoteutuksessa jossa printti oli mukana saatiin merkittävästi paremmat tulokset Myös muistutussähköposti aktivoi paremmin niitä jotka olivat saaneet personoidun printin printti 3 7 vs sähköposti 2 3 Printin lopullinen pull oli 3 72 ja sähköpostisuoran 1 19 Tiluskonversio 51 prosenttia Kampanjassa printtisuoraa lähti 2 500 osoitteeseen joista 5 3 siirtyi sivustolle ja 2 7 teki tilauksen Tilauskonversio oli 51 kampanjasivustolle siirtyneistä Sähköpostisuora lähti 5 447 osoitteeseen joista 3 vieraili sivustolla ja 0 88 teki tilauksen Tilauskonversio oli 29 kampanjasivustolle

    Original URL path: http://www.printpower.fi/FI/Printtisuora-aktivoi-Viinist-kiinnostuneita (2016-05-02)
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  • paper Verification failed please try again with this new verification box Please enable JavaScript to continue Wait Two Sides gives you more Do you want to receive our popular Print Power magazine and other printed Two Sides material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Be Clear on Cancer print ad delivers a 62 response from target audience Submitted by Shareena Patel 14 12 2015 Brand Name NHS Tausta The anxieties surrounding cancer often prevent people from seeking medical help so Public Health England decide to be more upfront with people with its Be Clear on Cancer campaign Keissi The campaign was an initiative designed to influence those with possible cancer symptoms to seek help faster and was rolled out in print as well as radio to reach as many of the target audience as possible Markeing Director of Public Health England says This was a real opportunity to make a difference to peoples lives For the first time we

    Original URL path: http://www.printpower.fi/UK/Be-Clear-on-Cancer-print-ad-delivers-a-62-response-from-target-audience (2016-05-02)
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  • about the sustainability and attractiveness of print and paper Verification failed please try again with this new verification box Please enable JavaScript to continue Wait Two Sides gives you more Do you want to receive our popular Print Power magazine and other printed Two Sides material Please fill in your details below it will only take a minute Lähetä Thank you for completing your details Continue Password Reset Please fill out the details below to reset your password Lähetä Password Reset pwr Kirjaudu Close 7 syytä käyttää printtiä Uutiset Keissit Ideat Hankkeesta Yhteystiedot Kellog s child poverty newspaper campaign see s 140 sales increase Submitted by Shareena Patel 14 12 2015 Tausta The international food brand Kellog s wanted to build integrity and trust and so launched its biggest CSR initiative to date with its Give a Child a Breakfast Campaign The campaign was a call to arms against child poverty with the aim of donating two million breakfasts to less fortunate children in the UK Keissi Central to the campaign was a muli media partnership with Trinity Mirror including newspapers such as the Mirror the Manchester Evening and the Daily Record In each newspaper there was a mix of

    Original URL path: http://www.printpower.fi/UK/Kellogs-child-poverty-newspaper-campaign-sees-140-increase-in-sales (2016-05-02)
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