ABOUT

Printwell has recently purchased a Xerox iGen5 printer, a colour digital printing press with a difference:
• It is currently the only one in the South of England;
• As good as, if not better than litho;
• Can reproduce 94.7% of the colour gamut;
• Can print oversized paper formats;
• Fully customisable (can personalise);
• a printer that uses a CMYK+1 colour (blue, orange, green).
They asked me to put together a recommended approach to create a direct mail campaign to promote the new printer and its capabilities. There are two distinct markets and primary messages to communicate:
1. Printwell branded - targeting Marketing Directors, promoting short to medium runs, better than litho, variable marketing data, personalise;
2. Grays branded - high end companies, bespoke high quality print, packaging.
They asked me to come up with creative ideas for a targeted direct mail campaign for these two target markets.
We decided to focus our attention on the quality this machine can reach, splitting the concept in three different phases, and showing at the same time what we can do and what the customer can have.