> THE latest news, INSIGHTs and campaigns
Vol 1 Issue 2. August 2014
Coors Light ROCKY MOUNTAIN Innovative & stand out POS
DOWNLOAD, PLAY AND WIN!
OVER 8,000 PRIZES UP FOR GRABS WEEKLY Coors Light Display
goosebump & TPI collaborate on Great Rocky Mountain Game
LifeProof Fish Bowl Unit Water tank display to showcase product in a retail environment
Coca Cola Hellenic Ireland
Point of Sale signage at Tesco Bloomfields
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www.tpi.ie
Contents
goosebump and TPI Collaboration
4
Lifeproof Fish Bowl Unit
6
Nature Valley Promotion 8
Let’s Go Golfing
9
Coca Cola Hellenic Ireland 10
P 4&5 P 15
What’s New? 11 Guest Article 12
Around the Office
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Join us online We would love to have you!! You get to see all the latest first!
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Move Rocky Mountains using 3D and Imagination to Deliver for the Client. Heineken approached goosebump in February with a brief to create stand out, innovative POS to support the Coors Light Great Rocky Mountain Game App in the On Trade and Off Trade channels. A goosebump AND TPI COLLABORATION In the On Trade, the key was to create eye-catching pieces that could be used as visibility kits. The kits were required to have a level of personalisation for each Heineken Ireland customer. In the Off Trade, a key challenge was to present ideas that would liven up and create a disruptive piece for the standard pallet display. JOINING FORCES At the beginning of the project goosebump’s Creative Team sat down with TPI’s Production and Structural Design Team to discuss
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the various opportunities that could be leveraged for visibility in On Trade and in Off Trade outlets. The creative direction from goosebump and the production expertise of TPI meant that the process was fully collaborative and resulted in POS that was impactful, feasible and affordable. ON TRADE First-to-market innovation was introduced for On Trade by incorporating a vac-formed 3D piece to the key items of the POS kit, i.e. Back Bar Display and Hanging Boards. The hanging boards were created using 050 display board
printed full colour, personalised and die-cut to house the 3D element. The back bar display was created using the same 3D element housed in a custom built, personalised casing. This piece was strutted to allow it to be free standing. Along with these innovative pieces, the kits consisted of: • • • • • • •
Acrylic drip-mat holders Directional Signs 6” Cubes A3 Posters A2 Skinny Posters A4 Showcards TV Fins
Print + Structural OFF TRADE goosebump then added the creative to a rotating pallet topper piece that would generate in-store theatre in the convenience channel stores. This was the feature piece for the Off Trade Market. The piece was created to sit above the pallet with the Rocky Mountain core creative being clearly visible and a rotating sky behind. The rotary device was hidden in a fully branded corrugated square tube. Along with the use of corrugated
3D elements across the headers for units and the Hanging Boards, an extensive range of exciting and disruptive pieces were created to be used in key accounts. Additional pieces produced were: Fully branded iPad podiums, 48 case and 90 case pallet displays with custom headers, case tidies, aisle fins, price cards and barkers, fridge clings and pallet wraps. THE RESULT! Over 600 key accounts in the On Trade had full visibility to promote
their participation in the promotion including their “App Code” for free pints. Key accounts in the On Trade were wowed with innovative and disruptive displays highlighting the brand and the App. Check them out: https://www.facebook.com coorslightireland https://twitter.com/CoorsLightIRL GET THE APP
HEINEKEN TESTIMONIAL “For our Coors Light Great Rocky Mountain Game activation in the off trade we wanted to disrupt shoppers with innovative, eye-catching point of sale that would drive customers to download the Great Rocky Mountain Game, play and win over 8000 prizes weekly. We needed our POP to cut through and stand out from other activations in store. TPI proposed a number of innovative pieces including the revolving pallet topper which added movement to grab customer’s attention. TPI’s service was seamless from brief, through to white samples, final production and delivery of the point of sale and we look forward to working with them on the next campaign.” Dervla Arthurs – Off Trade Activations, Coors Light.
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Display
Fish Bowl Unit for Retail LifeProof teamed up with The Printed Image to create a unique water tank display that they could use in retail stores to showcase the water proof properties of their mobile phone cases. LifeProof wanted something eye catching that would quickly grab the customer’s attention and highlight the benefits of the cover. They sent an image of something similar that had been produced in the USA that they liked. TPI took on the challenge to create their own bespoke creation. TPI set about sourcing the tubs and created a foamex piece that was heat bent in two areas to create the base. The foamex display was printed full colour process and laser cut to give the header-board a curved shape in line with the graphics. There were issues with the mobile stand when gluing it onto the base of the tub as the surface was not flat, so TPI’s structural designers came up with a clever idea to create a clear PVC piece that attached to the lid of the tub and held the
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mobile phone cover in place. This worked perfectly when the water was poured into the tub giving the illusion that the cover was floating in water. A full colour vinyl adhesive was printed and applied to the lid for extra branding, all pieces were then kitted into boxes ready for dispatch. Each kit containing: • • •
Qty 1 x tub & lid (with Clear PVC Piece & Sticker) Qty 1 x 3mm Foam PVC Piece (printed both sides & heat bent) Qty 1 x Phone case in its box – supplied by the client
The end result was a colourful 3D, eye catching, counter display. See client testimonal on the next page.
Display
“ TPI were superb in their
commitment to recreating this custom POS solution. The addition of the clear PVC hanger for the LifeProof phone case streamlined the final solution to deliver a premium retail display piece, improving on our original concept � Claire McGuinness LifeProof Marketing Manager, EMEA
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Print + Premiums
A wheely good promotion! After completing 180km of gruelling cycling through spectacular scenery there was nowhere better to take in the nature than with a Nature Valley bar!
At the recent Ring of Kerry bike race, Nature Valley were on standby to hand out lots of goodies to all of the participants and their families. The Printed Image partnered with the client to ensure maximum brand visibility on the day. Both the print and premiums divisions were involved in the project. TPI Premiums were tasked with providing the branded clothing on the day – both for the event staff and also the cyclists that participated on the day. The staff wore embroidered hoodies and soft-shell jackets –stylish outerwear that promoted the
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product whilst being functional enough to weather the Kerry climes! Supplying the bespoke cycling tops and shorts was a challenge that was a first for the Premiums team. The gear had to meet all of the requirements of a professional cyclist in terms of comfort and performance but also had to really stand out among all the other cyclists on the day. We worked with our design team to create a unique set of gear that we reckon must have been spotted from outer space!!!! Our client was absolutely delighted so job well done all around!
To reinforce brand presence and visibility, TPI supplied Nature Valley with banners, pop up stands, bunting, flags and free standing display units. The bright and fresh Nature Valley look was on display for all to see and know that a Nature Valley bar was never too far away! Nature Valley also called on The Printed Image to create the imagery for a special photo booth which encouraged participants and spectators to get their pictures taken on the day. TPI also supplied printed souvenir frames to hold these photos.
Premiums
Let’s Go Golfing! Introducing our NEW premium Golf Range‌.
NEW Brochure Available! email: golf@tpi.ie for yours now
BRANDED TEE TIN
BRANDED GOLF UMBRELLAS
BALL GIFT SETS
TPI have a dedicated team to look after all of your promotional golf requirements. Whether you have an annual golf day, tournament or sponsorship, we are here to help. All leading brands are available and each item can be branded with your logo. We can also supply a full end-to-end service to include course dressing, banners, goodie bags, prizes & awards. Get in touch to discuss your requirements or request a printed copy of our new brochure range. Browse our website www.promotionalgolf.ie, call a member of the Premiums Golf Team on 01 408 9222 or email golf@tpi.ie
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Hellenic Ireland Movies made Easy Aisle Ownership in Tesco Bloomfields The objective of this project was to take ownership of the DVD entertainment category in Tesco by activating the Home Entertainment Category....
The objective of this project was to take ownership of the DVD entertainment category in Tesco through activating the Home Entertainment Category. This was done by installing engaging category signage & audio-visual stimulus, creating a cross-category proposition focused on the home entertainment occasion (DVDs, Gaming & Music).It was adjacent to soft drinks, confectionery & snacks in order to make this area more of a onestop-shop destination in-store.
The dedicated TPI structural and installation teams undertook a thorough site survey to examine the feasibility of bringing this concept to practical reality. The challenge that the teams faced was firstly to adapt the current shelving structure to accommodate a beverage refrigerated unit along with a 42� flat screen TV and secondly to create a system that would hold header board signage over the current shelving configuration.
The Printed Image were tasked by Coca Cola to take a concept for the DVD aisle signage in Tesco’s flagship store in Bloomfields Dun Laoghaire and translate it into physical signage and Point of Sale whilst incorporating electrical hardware into the shelving area.
Through a full examination of the existing site structures, the team of structural engineers developed a system to hold signage in place over the shelving systems and then around this, developed header prototypes to reflect as closely as possible the concept ideas. Aisle fins
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and aisle arches were placed in situ with the public encouraged to test the on-site samples made available. An initial test of four mods were rolled out to the full aisle with a streamline installation successfully incorporating the flat screen and the beverage refrigerated units. The visual appeal of this area was clearly eye catching which encouraged movie and snack combination sales amongst shoppers.
Print + Premiums
What’s NEW? Freestanding Graphic Display
Empower your clients! Power Banks are the Ultimate Mobile Accessory. Your client will appreciate this gift. They can be engraved or branded with your logo in full colour. Various styles and specs available. Ideal high-end corporate gift for any executive!
This clever premium stand allows you to create a professional display by using the base foot to hold a straight forward graphic in place. It is a neat alternative to the traditional pull up stand and allows you to frequently change the graphic without any fuss. Ideal for exhibitions, showroom displays, reception and office areas etc.
Look the Part… Get your salesteam ready for Autumn / Winter with a stylish Stormtech Jacket fully branded with your logo or tagline. Coated with a waterproof finish, these budget friendly jackets provide long lasting protection against the wet and windy Irish weather while creating a professional first impression of your brand.
Brand in your Pocket! With the latest digital technology we can now print photographic quality images onto our range of pens at a very competitive price. Fast turnaround and low minimum order quantity.
Last Minute Back to School Full colour digitally branded Rulers – Let’s see how your company logo or designs measure up on these!!
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Guest Article
Promotional Merchandise… Novel or Novelty?
ore, Amanda Longm irector D s m iu TPI Prem
At The Printed Image we have always
debated, marketers are looking for
or trolley token in your handbag,
been a massive fan of promotional
more creative ways to talk to their
a
merchandise.
customers.
established with your brand as your
Long before we established TPI
Promotional
Premiums we used promotional
practical and always tangible. They
merchandise in our own marketing
tend to be memorable as they
Similarly, more than ever consumers
mix. We found it worked because
generate affection & loyalty - “I got
are embracing instant gratification in
of its simplicity: It was affordable,
this free from…”!
an effort to make purchase decisions
strong
relationship
can
be
customers are using your branded products
are
often
targeted and lasted a long time.
product on a daily basis.
in a crowded marketplace. They also tend to be around for a
With the effectiveness of some
while so whether it’s the pen on your
A ‘free with purchase product’ can
above-the-line
desk, power-bank in your pocket
drive your brand...and your sales.
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advertising
being
Guest Article
MAKE YOUR CLIENTS FEEL
BUILD LOYALTY
APPRECIATED MOTIVATE
THEM TO TAKE ACTION
*FACT
Promotional Products
• Make almost 6 times as many recipients feel appreciated than the mediums of Print, Web, Direct Mail or TV* • Motivate over twice as many recipients to take action than the medium of Print, Web, Direct Mail or TV* • Invoke loyalty in over three times as many recipients as the effects of the medium of Print, Web, Direct Mail or TV*
According to The Chartered Institute of Marketing, research carried out by the BPMA (British Promotional Merchandise Association) suggests that 56 % of respondents felt more favourable towards a brand after receiving a promotional item, while 79 % said it would make them more likely to do business with the brand in future. Environmentally friendly products can also be a more cost-effective option, a re-usable bag may be more expensive than a plastic carrier, but the marketing message will be around longer and the user experience far better. The ROI
ucts TPI Tips for Using Promo Prod nt. √ Make the gift or giveaway releva
able supplier. √ Choose a reputable knowledge You get what you √ Don’t just look for ‘best price’. tity. pay for. Choose quality over quan d we will give √ Plan ahead, give lead times an you choice & value. artwork. √ Supply high resolution logos or ther data in √ Ask for something in return – ga exchange for gift. engage with √ Have a plan post gift to further your happy customer.
(return on investment) in this scenario is surely greater, and outweighs the initial cost.
* The survey was commissioned by the bpma. Individual interviews were carried out by an independent research agency of 1000 respondents, the results of which were published in Spring 2013. Sectors represented in the survey included finance, IT, retail, services, insurance, charity and education.
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Around the Office
WORLD (TPI Foosball) CUP 2014 Over the past month foosball fever has taken over at the TPI WORLD CUP. With competitors flying in from all departments to the newly refurbished canteen. This was a lunch competition packed with loads of fillings and action.
The Quarter Finals were full of surprises and excitement. They started with a newcomer David Kelly, who from the very first match showed seriously skilful wrist movement. Nobody estimated the hammering he handed out to young David Lambe, who couldn’t find any way to cut it and bowed out after losing 16 - 2. Next up Mark Hatty vs. Denis Gaffney. Mark had to skip off on his cherry picker as some kids got stuck down an old mine shaft, but it was Liam that stepped in against the hairiest face in the competition Denis. With Denis having a structurally sound progress through the tournament he was the odds on favourite to progress, yet he was dispatched early by Liam, which is a first for us all and sending Mark into the semi’s with a eucalyptus sandwich.
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More controversy in the 3rd when it was sales captain Conor Callinan who stepped aside after forfeiting his win to spend some personal time with his family. Ruairi found himself in a wee situation after Mark Hannon parked a Platen in front of his goal and started leading 3 - 1 in the last minute. Ruairi came fighting back with machine gun shots bringing it to 3 - 2 in the dying seconds with the match ending in an explosive goal, which was disallowed by the stand in referee, putting Mark Hannon into the semi’s. Last match of the break was Alex (the walk through Queen) O ‘Mahony v The Foosball Wizard of Ozzy Bookies favourite Alex who physically didn’t score a goal in the group stages was sure to go to the semis should Ozzy have not showed. There was a mysterious feeling in the air when it was Alex who didn’t show for the quarter final, though the mystery was solved when who else but Audrey Sherlock stepped in for Alex. What was expected to be a cricket score turned out with both sides having a fun-filled match, and team Alex even notched a score! 4 - 1 to Ozzy. The semi’s and the final are what dreams are made of...
The Calculating Machine David Kelly tallied up a semi final unheard of score of 12 - 1 leaving Hannon to break out on his own, and with Hatty out and his Boomerang Liam not returning, Derek Smith stepped in as his Didgeridoo although his dull note was no match for the laser precision of Ozzy. The tournament was over after an amazing final. There was very little between these two, in height or on the table. The high-speed with laser precision technique of the wizard was strangely slow to begin with as Dave showed Ozzy his Uzi and shot numbers on the score board with his own cutting technique, but Ozzy stayed hot on his stilettos with some bar bending shots coming from the back, of the table but it wasn’t enough to stop the new undefeated WORLD TPI LUNCHTIME FOOSBALL CUP 2014 CHAMPION.
David NEVER UNDERESTIMATED Kelly Composed by our very own talented Ruairi Campbell
Around the Office
World Cup Competition And the winner is.... To celebrate this wonderful tournament we organised two competitions: one for our staff and one for our clients. All participants had to do was correctly predict which team would win this year’s World Cup. Well done to Tony Costigan of Mondeléz who guessed that the Germans would take home the prize. Out of 146 entries, 14 people chose Germany with Tony’s name arising from the automated draw. Five of our staff also correctly predicted that Germany would win. Colin Gleeson’s (pictured left) name was drawn as the eventual winner. Here he is sporting his new Deutschland jersey. Well done Colin!! Both Tony and Colin will enjoy (separate) meals for themselves and a few friends at the Taste of Brazil restaurant in Dublin city centre
Mondello Park Truck Exhibition Brendan Monahan (one of our friendly truck drivers) recently brought one of the TPI branded vehicles to the annual truck show exhibition at Mondello park. It is an opportunity for truck enthusiasts to park their trucks up, compare motors and take pride in their possessions. Brendan entered TPI into the cleanest truck competition. Despite Brendan’s thorough wash of the truck that morning luck was not on our side and we cannot claim the prestigious ‘Cleanest Truck of the Year Award’. The scrubbing for next year starts now...
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Clever Customer Communications / 01 408 9222 / www.tpi.ie