innovation in printevents.wan-ifra.org/sites/default/files/field_ecm... · campaign concept new...
TRANSCRIPT
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Anandan ThangasamyStar Media Group Malaysia
Innovation in Print:How to Build an Unstoppable
Creative Campaign
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Low hanging fruit
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Low hanging fruit
The higher the fruit the greater value
Revenue Optimization
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Pepsi Campaign
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Campaign Concept
New product launch – Pepsi Zero Calorie
Tagline “Drink the Future Now”
Special preprint with futuristic stories
40% with embedded video
60% with sound chip
Zoning distribution Klang Valley
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Pepsi Creative Campaign
• articles with futuristic stories• futuristic font
• Dedicated stories for:• LCD version – Smart Cities Story• Soundchip – Robot Story• No Gadget – Robot Story
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Pepsi Creative Campaign
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Sound chip
speaker
Light sensor
Double sided tape
҉
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LCD
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Newspaper with Embedded Soundchip module
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First Newspaper with Embedded Video
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Identification - Preprintcyan
yellow white
Pre-Print Cover for LCD Pre-Print Cover for Soundchip Pre-Print Cover for No Gadget
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Identification – Main Paper
Main Cover for LCD Main Cover for Sound chip
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Soundchip Version
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LCD Version
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Editorial write up
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Challenges
uncertainty off stone timing – GE14
manufacturing gadgets – china
manual pasting of gadget
stacking & storage
sorting products – multiple versions
manual inserting preprints into main paper
manual routing – unable to use mailroom control systems
bulging copies/bundles
Lcd video activation switch & battery life
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Goodday Campaign Concept: CHARGE!
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how printed newspaper canbe part of the campaign
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Goodday – Giveaway Resistance Band
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#DareToCare Campaign
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Campaign Mechanism: #DaretoCare
• Newspaper distributed with paper bags
• Provides avenue for readers to donate
• Readers filled up basic necessities items into paper bag
• Drop off at client’s sales gallery
• Items donated to underprivileged
• CSR
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Concept from Paper Bags
depth/height
gussetwidth
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How we build this!
Understanding client’s needs
Multi task team & inter-departmental
collaboration
Development of Prototypes
Partnership with reliable vendors
Managing Special Operations
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Fight for Innovation Forever!The Revolution Will be Live!
Thank you!
Q & A