The latest VoPP Mag, The Direct Issue, has showcased print’s latest technologies with unique covers, customised advertisements, personalised messages, fluorescent ink and individual codes, providing members with a tool to highlight print innovation.
Kellie Northwood, CEO, The Real Media Collective, says, "Putting our words into action is a key focus of the VoPP campaign, to emphasise the creative opportunities presented by current printing technologies we partnered with our members and built a true reflection of the content within the pages – it was amazing to see how well it was received, people were pushing their personalised covers across LinkedIn, sending photos of thanks and more. Print is cross-channel and this proved it.”
Northwood personally wrote 1697 messages to recipients from within the industry to creative agency and retailer contacts. 10,000 unique QR codes with matching PURLs that linked to customised online surveys were developed across four key streams – ‘Newbies’, ‘Members’, ‘Non Members’ and ‘Agencies’. The PURLs from the QR codes were able to be tracked, and as they were scanned by the readers, specific questions were asked based on the unique QR code. Not only was each front cover completely unique, there were 5,000 customised B2 posters inserted which promoted the key statistics of print.
Sponsored by member companies Bambra, HP, XmPie and Spicers this was a collaboration that invested in production being pushed to its limits and the team have earnt the accolades.
John Wanless, MD, Bambra Press, says, “Spot colours on digital, and offset for that matter, are not always thought of or are considered expensive, however this is not always the case and fluorescent inks can really stand-out on the piece. The poster was a terrific example of how you can stick to two colours and use the colours to create that wow factor.”
Harry Pagoulatos, Marketing & Business Development Manager, Spicers provided paper with the key match being a stock range across a digital cover and offset text pages. Splendorgel was selected and each Spicers advertisement was versioned and none the same exploring the range as well as the paper’s ability to manage colour, ink coverage and quality.
Michelle Lees, Marketing Manager, Graphics Solutions Business APAC, HP, says, “The HP Indigo 10000 digital press in conjunction with the collective creative minds and expertise of Bambra Press really allowed us to showcase the widest range of applications possible, unique features, versatility and superior print quality. Enhanced by HP Indigo ElectroInk Fluorescent Pink and HP SmartStream Mosaic, the press’ breakthrough printing capabilities really makes this edition of VoPP one-of-a-kind.
“It is much more than just variable data, with a database, a willing creative team and the HP Indigo digital press, we were able to make every single cover personalised and customised and carry the journey even further thanks to our partnership with XMPie.”
Enda Kavanagh, sales manager, XMPie, says, “We designed and launched this campaign using XMPie Circle software. It’s a digital storyboard for managing, automating and monitoring the performance of omnichannel campaigns like this one, across all stages of production.”
Partnering with member companies is not new to VoPP, the previous VoPP Mag ‘The Luxury Issue’, was a collaboration with Whirlwind, Konica Minolta, PMP Limited and Ball&Doggett.
Northwood says, “Our members are offering the most innovative work the market has to offer and we want to highlight all the options available to the market. A bit of practice what we preach. We are now starting to think through our next magazine – The Food & Wine Issue, so we will be calling out to all our members to see who would like to be involved in showcasing all we have to offer across packaging and print innovation. When we see our craft in action it really is an exciting time to be part of the print industry.”
“The VoPP Mag is not primarily for printers, but for printers to give to their customers. It is a functional tool for retailers, branding specialists and marketers investing in print. The case studies chosen are designed to prompt a sales conversation and add value, so our members can hand the VoPP Mag out to their customers and highlight the strengths of print, all the issues are being shared and talked about which is terrific.”
VoPP is part of the newly formed ‘The Real Media Collective.'
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