”No Limits: The Art of Innovation” (deutsche Fassung)
Illustration/Key visual by Lidia Lukianova, SF Bay Area
Text/editorial work by Andreas Weber, Value Communication AG
Ob Sie es glauben oder nicht, wir haben es geschafft! Es hat zwar fast 20 Jahre gedauert, aber nunmehr wurde ein wahrhaft historisches Momentum geschaffen. Zum aller ersten Mal bewies eine internationale Fach-Konferenz erfolgreich und sehr effektiv, wovon wir lange Zeit nur reden konnten: Die Vorzüge des Digitaldrucks sind auf breiter Front in der Marken- und Agenturwelt angekommen und spiegeln alle Dimensionen sowie Facetten der kreativen Kommunikation wieder.
Was passiert ist: HP Graphic Arts und GWA als führender Verband von Kommunikationsagenturen präsentierten gemeinsam in Barcelona nachhaltige und Aufsehen erregende Innovationslösungen. Auf spezielle Einladung nahmen über 70 Führungskräfte und Kreative aus acht europäischen Ländern an der “No Limits: The Art of Innovation“-Tour teil. Eine Reihe von erstklassigen Sprechern präsentierten erstklassige Fallstudien und teilten ihr profundes Wissen. „Wir freuen uns auf die Zusammenarbeit mit Ihnen, während Sie Techniken kennenlernen, die einen echten Mehrwert für Print-Kampagnen bieten“, erklärte Ronan Zioni, EMEA Marketing Director, HP GSB, Gastgeber der Veranstaltung, die Ende Mai 2013 stattfand.
Der neue Ansatz: HP und GWA stellten vor, wie Technologien, Kreativität und Marketingdenken miteinander verschmelzen können, um die Kunst der Innovation auf ein neues Niveau zu heben.
Der Status Quo: HP setzt zielstrebig auf die Innovation im Print. Mit dem (laut HP) breitesten Portfolio von Graphic Solutions, liefert HP Innovationen für alle Aspekte der gedruckten Kommunikation — von der einfachen Briefmarke bis hin zu Verpackungen. Digitaldruck (made by HP) fördere die Produktionseffizienz mit der „Nebenwirkung“ einer umfassenden Umweltfreundlichkeit. Das Ziel ist es, Inhalte zu personalisieren und innerhalb von durchgehend digitalen Medienproduktionsprozessen zu kommunizieren. Digitaldruck erlaube, die größtmögliche Flexibilität von Inhalten. Flexibilität von Inhalten bedeute Relevanz. Relevanz bedeute Ergebnisse.
Das neue Leistungsversprechen von Technik- und Produktseite aus muss lauten: Es bieten sich unbegrenzt viele Möglichkeiten für Marken, besser mit den Verbrauchern zu kommunizieren, wenn physische und digitale Welten aufeinander treffen. „Die hohe Kunst besteht darin, kreative Ideen und Innovation ohne Einschränkungen zu neuen hybriden Lösungen zu vereinen”, sagte Simon Addinall, HP GSB EMEA’s Market Development Manager, Planer und Manager des Events. Und führt weiter aus: „HP und GWA kooperieren, um erstens neue kreative Gedanken zu wecken und zweitens die GWA Plattform Need for Brains ins Leben zu rufen“. Need for Brains wird vom GWA als eine erstklassige digitale Weiterbildungsplattform für die Agenturbranche ausgebaut werden.
Die Herausforderung: Technologien und Wissen haben sich noch nie so schnell verändert wie heutzutage. Aus diesem Grund muss der Wissensaustausch intensiviert werden. Experten und Technologieführer wie HP teilen künftig ihr Wissen mit den Need for Brains-Teilnehmern aus GWA-Agenturen und präsentieren Innovationen in der Planung, Programmierung und Produktion von Werbemitteln und Kampagnen. Die Kenntnis der technologischen Veränderung und die Möglichkeit der Anwendung für das Geschäft ihrer Kunden sollen Werbeagenturen einen wichtigen Wettbewerbsvorteil bieten.
Die wichtigsten Ergebnisse: Die Zukunft der Kommunikation wird aus hybrid Kommunikationskampagnen bestehen, immer in Kombination aus Social Media, Web-to-Print und Digitaldruck! In Barcelona wurden rund ein Dutzend hochaktuelle Fallbeispiele vorgestellt und besprochen. U. a von Top-Marken wie Coca-Cola, Nivea, Smart, L‘Oréal. Alistair Campbell, Executive Creative Director bei der Agentur Republic, London, traf es auf den Punkt durch die Beantwortung von Andreas Webers Frage “Ist das, worüber wir heute gesprochen haben schon ‘mainstream’?“. Alistair erklärte: “Nein, noch nicht. Aber es wird sehr bald der Fall sein “- Übrigens: Alistair weiß wovon er redet. Seine Agentur wurde in Großbritannien fünfmal in Serie als “Social Media Agency of the Year” ausgezeichnet.
Zusammenfassung einiger der vorgestellten Fallstudien
(in englischer Sprache)
SELECTED CASE STUDIES AND QUOTES
Case study: How to innovate a global brand
- Share a Coca-Cola, Share the Best Summer Ever!
- By Marit Kroon, Marketing Manager Central and Southern Europe, Coca-Cola
This summer will be unforgettable for millions of Coca-Cola fans in Europe as Coca-Cola invites consumers to engage with the brand in a new, exciting and very personal way. For the first time in Europe, we are replacing our iconic “Coca-Cola” script with 150 of the most popular consumer names in each market. The idea is brought to life by challenging several rules and stereotypes in marketing, soft drinks, packaging and digital print industries. Over one billion cans and bottles of Coca- Cola, Coca-Cola Zero, and Coca-Cola light — including multi-packs — will carry the names, in a feat of system-wide logistics and hi-tech product personalisation.
In Europe it actually means covering over 30 markets with over 40 languages and culture groups. We have created over 10,000 artworks, featuring over 3,000 different names. For those who can’t find their names on a pack, the “Share a Coke” campaign is also brought to life online, where personalized virtual Coca-Cola cans can be created and shared with friends. Consumers will also be able to visit roadshows where they can use a customization kiosk to print their own name on a can.
Using the power of people’s names and the joy of sharing in a playful and social way, the campaign inspires people to join new and existing friends, enjoying a “Coke moment” by sharing one together. Launching the program with these amazing labels and strong marketing support after 18 months of hard work makes us feel very proud about changing the mind-set of hundreds of marketing, finance and packaging specialists, and challenging our suppliers to innovate together with us.
“Innovation is creativity that generates value. It is a mind-set driven by curiosity, crazy ideas and business skills that makes it all happen. Innovation is nota program that can be switched on and off.” Marit Kroon, Marketing Manager Central & Southern Europe, Coca-Cola
NOTE: Please read as well our Value Marketing Check for additional information.
Case study: How to enrich agencies creative approach
All Hail the Digital Color Queen
This is the story of how HP Indigo technology enabled Pantone to celebrate the Diamond Jubilee with Her Majesty the Queen — by Blake Waters & Will Thacker, Creatives at Leo Burnett, London
Having a fun idea is only half the battle; realizing it is always the most difficult part. After sitting on one of their fun ideas for around two years – making a Pantone Swatch Book of the Queen, known for always wearing the color blue – Leo Burnett creative duo Will Thacker and Blake Waters seized their chance to make it real: The Queen’s Jubilee. Despite a few bumps along the way, ranging from seeking Buckingham Palace’s approval to meeting some ultra-tight deadlines, they were able to do just that – with a little help from HP digital printers. See video documentation as well.
“Looking at what we have. And imagining what we could have. Thinking this is good. But it could be better. Squinting your eyes and seeing things that others don‘t. Turning the world sideways just so you can look at life from a different angle. That‘s innovation.” Blake Waters, Creative, Leo Burnett
“Changing something for the better. The everlasting expedition for new ways to look, touch, even experience something. Innovation has the power to change opinions, and even lives.” Will Thacker, Creative, Leo Burnett
Note: Leo Burnett was awarded at Cannes Lions Festival 2013 for the Pantone Swatch Book of the Queen.
Case study: How to change agencies behavior
Sustainable Innovations in the Field of Production
By Steffen Gentis, Chief Production Officer, BBDO Germany
We are the lucky ones who get to experience the very brief and fortunate episode in human history known as the fossil-fuel economy. In the near future oil and energy supplies will not meet demand, which makes this is an opportunity for those who can change early. But our assumptions often stand in the way of achieving such sustainable innovation. The way to sustainable innovation is by actually measuring – not just assuming. The interesting insight is all the other gre- at stuff that comes along with sustainable change.
“Innovation is about exploring ideas and inventing ways of adding value in a better and sustainable manner. Innovation is an on-going process that demands initiative, ideas and an open attitude to change.“ Steffen Gentis, Chief Production Officer, BBDO Germany
Case study: How to change agencies business model and strategy
How Integration of Targeted Direct Mail WORKS Intuitive Relevancy and Other Animals: Leveraging Psychology for Direct Marketing — by Richard Perry, Managing Partner, Founded
Personalisation is one thing, relevancy is everything. How we use consumer insight and buyer behaviour to guide consumers to purchase is vital in driving consumer transactions. Combining online and offline techniques allows marketers to create not only better experiences, but also much better results. We showed you a recent campaign and ROI details from a ZipCar acquisition campaign. ZipCar is an hourly car club that was purchased by Avis for $500 million in January 2013.
“Innovation is a cultural outcome, not just a creative one.“ Richard Perry, Managing Partner, Founded
Case study: How to lead agencies to hybrid communication (Social Media & Print)
The Power of Personalized Print in Social Media
By Alistair Campbell, Executive Creative Director, Agency Republic
While the rise of digital technology and social media may not have instantly seemed like an opportunity for the world of print, the ability to create one-off, personalized, printed products with very short lead times has opened up a whole new area of engagement for both digital agencies and printers alike. Doing so rewards fans of brands by putting something unique and tangible into their hands. And takes digital and social media far beyond the screen. Best-in-class case: Nivea. Users could create their own wrapping paper to use Nivea products as a gift. See: video documentation as well.
“Innovation is being prepared to take a leap of faith.“ Alistair Campbell, Executive Creative Director, Agency Republic
Case study: How to innovate print No Limits
The Art of Premium Printing
By Tatjana Müksch, Marketing & Christopher C. Mickelthwate, CEO, dygy gmbH, Frankfurt am Main/Germany
One of the major changes the commercial print industry is currently facing stems from the evaluation of customer data and cross-media applications. Targeted, individualized and multilingual print runs of up to 100,000 are becoming more and more standard for medium-sized businesses and brands. To meet their markets’ demands, digital processes are already the norm in the mass-mailing and photo-book print industries but premium and luxury brands must be persuaded to use digital print techniques. Many premium brands desire and need to offer outstanding, highly-differentiated products.
HP Indigo technology, with various possibilities of substrate choice and ennobling capabilities, allows them to combine traditional quality and innovation — giving them that „distinct taste“ the market longs for today. Transforming intangible customer data — gathered at diverse touch points of current premium brands — into tangible, individualized, high-quality prints is complex, fast and fascinating. Therefore future commercial printers must become more of a consultant than a pure technician, functioning as a partner to agencies, marketers and producers. The impact of interdisciplinary teamwork within the planning and printing process does, by all means, result in great applications and innovative concepts.
“Traditionally, any innovation starts with a change of perspective. In the information era innovation is merely a technical term. Innovation takes place where engaged people use even the flimsiest, uncharted space of freedom they have to make new perspectives visible.“ Tatjana Müksch, Marketing, dygy gmbh
Case studies by HP EMEA Graphic Arts Experience Center
HP shares unique applications from around the world, including L’Oréal, Heineken and Kimberly Clarke.
By Marcelo Akierman, HP L’Oréal case study
“No tangles” is an important promise in the children’s hair care category. But to impart L’Oréal Kids’ shampoos with even more must-have appeal, the company wanted to redesign its labels in North America. Partnering with Disney, L’Oréal produced limited edition, shrink-wrapped bottles with themes of newly released children’s movies. The only snarls in the project were ensuring the label colors and quality were top-notch, which flexible digital printing made possible. HP Indigo was the natural choice.
The Challenge
Provide L’Oréal Kids’ shampoo labels that stay up-to-date with the biggest children blockbusters. And do it quickly enough to meet the shelves in time and maintain the characters’ original colors.
The Strategy
L’Oréal turned to Sancoa International Company L.P. in Lumberton, NJ and its HP Indigo digital presses. HP digital presses are ideal for unique production demands.
The Results
“We thought digital would be too expensive for our long run lengths,” a L’Oréal representative said. “While there was a per unit price increase, when we did a cost/pricing analysis, the total system cost was better than traditional processes. What’s more, we got the quality we needed, and our lead time was cut dramatically, so we achieved faster delivery times to market.” To leverage the possibilities of digital printing, L’Oréal extended the line to include a series of products with Car Story and Madagascar characters. They are also using a multi-channel marketing approach to boost interest in the shampoos. And they have set up a special website (www.lorealkids.com) where children can register for a sweepstakes and see a trailer from Toy Story.
“Innovation is about challenging the status quo to get a WOW effect out of it.” Marcelo Akierman, HP
Case studies by HP EMEA Graphic Arts Experience Center
No Limits: The Art of Sign and Display HP presents graphic solutions power to unleash creativity and relevance in sign and display — with new opportunities and innovations for cutting-edge localized campaigns.
By Simon Addinall, HP
The Challenge
– Connect with French drivers.
– Communicate benefits of Smart car’s subcompact size.
– Reflect the spirit of the car: fun.
– Execute the campaign in 15 days.
The Strategy
– Create a series of outdoor versioned bus shelter signs that communicate with humor the problems related to the city, neighborhood or street in which they are displayed.
– By using an online app & SoMe outreach, enlist the community to contribute content for these versioned messages.
The Results
– Over 8,500 individualized posters in 10 bold colors placed in 26 cities
– Hundreds of press articles & TV appearances
– Expanded to include car wraps, retail window decals, print ads and user-generated content from a Facebook application
– Numerous accolades for the campaign
– Increased traffic at showrooms and on website
“Our customers never stop innovating. Neither do we.” Simon Addinall, HP
Further Information: www.hp.com/go/discoverdigital
