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M-real Digital imaging Wins German Printing Industry’s Innovation Award
M-real have been presented with the German printing industry’s Innovation Award in recognition of their advertising campaign for the silver digital paper range. In the category Most Innovative Printing Product, the M-real Digital imaging campaign came through with flying colours in the Direct Mail subdivision. The Innovation Award was presented on Friday, May 14, at drupa 2004 in Düsseldorf. M-real impressed the jury with the originality and individuality of the four-stage mailer, which used a personalised approach to address the individual customers.
The advertising campaign for the new silver digital range proved convincing and effective. Last year, M-real Digital imaging developed the direct mail campaign to inform printers and distributors in twelve countries about their improved silver digital range of digital printing papers. The campaign comprised three mailings printed on silver digital that were sent out at one-week intervals, giving customers the opportunity to judge for themselves the quality and advantages offered by this digital paper. In the fourth and final mailing, the addressees were given a personal order number enabling them to order an information and sample kit via a web page set up specifically for this purpose. What made the mailing so innovative was the individualized and personalized customer approach concept. Using special software, word elements from a database were converted directly into photo-realistic elements. For example, the individual flowers in a sunflower-bed were grouped to form the name Gustav (see photograph). The success of this targeted approach became quickly apparent with the level of customer response to the mailers reaching 25 percent in Germany and climbing as high as 50 percent in the UK.
This high level of response also made an impression on the jury, which consisted of Bernhard Theiss (Member of the executive committee of Bundesverband Druck und Medien, the German federal print and media association), Professor Dr. Heinz-Reiner Treichel (Bergische Universität Wuppertal), Dr. Frank Zimmer (editorial department of the marketing magazine Werben und Verkaufen), Monika Kissing (Messe Düsseldorf exhibition organisation, Public Relations), Horst Lafontaine (Federal Chairman of Fachverband Führungskräfte der Druckindustrie und Informationsverarbeitung, the trade association of executives in printing and information processing), Professor Karl-Heinz Meyer (head of the DFTA Technology Centre in Stuttgart), Günter Schlattmann (Divisional Manager Marketing Services of Karstadt AG, Essen), Boris Schramm (Manager mediaedge:cia, Düsseldorf), Jörg Dammbacher (Manager Kreation RTS Rieger Team in Leinfelden-Echterdingen), Jack Eichert (Vice President of Bund Deutscher Grafik-Designer, the association of German graphic design professionals in Hamburg), Professor Uwe Jäger (Vice-dean of the media academy Hochschule der Medien in Stuttgart). The German printing industry’s Innovation Award is presented on an annual basis and revolves around three categories: Most Innovative Printing Product, Most Innovative Graphic Arts Business, and Most Innovative Technology, each of which is further broken down into different subdivisions.
The M-real silver digital mailing campaign was developed and implemented for M-real by the Berlin-based agency DirectSmile, a division of the newsign advertising agency, in co-operation with the UK-based Bespoke Agency.
For more information please contact:
Andrea Donath
Marketing Project Manager M-real Digital imaging
M-real Zanders GmbH
An der Gohrsmühle
51465 Bergisch Gladbach
Telefon: +49 (0) 22 02/15 58 88
Telefax: +49 (0) 22 02/154410
E-Mail: andrea.donath@m-real.com
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