NO PRINT NO IDEA
WITHOUT PRINT, WE’D NEVER HAVE HAD THIS
Brand: KFC Agency: Mother London Country: UK
OR THIS
Brand: The Economist Agency: Abbott Mead Vickers BBDO Country: UK
OR THIS
Brand: Volkswagen Agency: DDB New York Country: USA
OR THIS
Highlight the remarkable Edith Wilson. The First Lady who assumed her husband’s presidential responsibilities after he was paralyzed by a stroke.
Brand: Stabilo Boss Agency: DDB DĂźsseldorf Country: Germany
OR THIS
IKEA or anyone else involved in this promotion can not guarantee that this ad serves as a reliable pregnancy test. Always consult a doctor for questions about pregnancy. The price applies to IKEA FAMILY members. January 3, 2017 or as long as the stock is sufficient.
Peeing on this ad may change your life This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad.
995:– SUNDVIK crib, black-brown
Pee here
WHERE LIFE HAPPENS
Brand: IKEA Agency: Ă…kestam Holst Tech: Mercene Labs Country: Sweden
A PRINT AD CAN CHANGE A GOOD CAMPAIGN INTO A GREAT ONE
We’re not just talking great, echo-down-the-ages creative – though that matters too. But real, measurable results. Results that make fortunes for clients. That change fortunes for those involved. That boost campaigns, results and careers. The memorable examples shown here aren’t just from the advertising annals. The 2018 KFC apology ad was specifically placed in press because of the trust it would engender and the reach it would provide*. The ‘Highlight the Remarkable’ ad for Stabilo Boss – from the same year – took global social media by storm having initially run as press and outdoor ads in Germany. And the recent ‘interactive’ IKEA ad used simple scientific tech found in pregnancy tests everywhere to create massive impact – for both agency and client. Before these were game-changing print ads, they were simply brilliant ideas. And people like you created them and made them happen.
*As quoted in ‘KFC: A very fcking clever campaign’, campaignlive.co.uk, 21/11/18
WITH PRINT COMES POWER
All recent studies show that print ads – and direct mail pieces – have a transformative power as part of a contemporary media plan. But don’t just take our word for it. From New York to Cannes, print advertising wins countless awards each year for clients, media planners and agencies. Newspaper ads can increase ROI by as much as 570%, while magazine ads generate £2.43 for every £1 invested. One in five direct mail packs prompt recipients to take commercial action. Door drops are cost effective, measurable and scalable. In one recent example, this format delivered 54% of new customers recruited by a campaign from just 31% of the budget. Print can turbo-charge campaigns: the IPA’s ‘Marketing Effectiveness in the Digital Era’ report concluded that adding press or direct mail to the marketing mix boosts effectiveness by 15% and 10% respectively. A recent study by Kantar showed that people trust printed news sources far more than digital equivalents – which has a beneficial effect for the print ads newspapers and magazines run. Tech giants like Facebook, Netflix and Amazon recognise the efficacy of print, offering valuable content and tactile experiences through magazines and brochures.
For sources, plus more in-depth case studies, reports and insights, visit printpower.eu
WITH PRINT COMES ENDLESS POSSIBILITIES Enduringly memorable, powerfully shareable, and reassuringly trustworthy, print has never lost its power to catapult an idea into our collective conscious. And with new technologies like conductive ink, in-built interactivity and more to play with, print now offers more possibilities than ever. Whatever your role, why not explore print’s power to transform your next campaign into something extraordinary?
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