Schindler Parent was commissioned to support Sappi Europe and its distribution partner, paper merchant Igepa, in a joint campaign. The reason for the communication activity was a campaign by one of Igepa’s competitors: Paper Union had decided to replace the Sappi paper in its range with a competitor product. This change was presented to German print shops as the disclosure of top-secret information: “Top Secret – Die Akte Galaxi!“.
The challenge in this project was to rapidly launch a campaign to communicate Sappi’s and Igepa’s response to the relevant print shops: It’s actually no secret that Sappi and Igepa supply the original and best.
At the same time we wanted to take this opportunity to highlight the benefits of Sappi products and the collaboration between the paper manufacturer and Igepa.
The main target group for this action were relevant print shops but it was also expected to appeal to publishing houses and various agencies.
The look of the campaign was largely predefined by the competition and the CD of Igepa. However we felt it was important to use modern means of communication, such as microsites and SEM. Firstly because the results are much easier to analyse, and secondly because, in terms of communication in the paper industry, there is very little so far in this area.
Working under severe time pressures, we developed a simple but well-rounded cross-media campaign comprising two parts:
- a response to the competitor campaign in the form of mailshots and emails, which linked to a landing page (www.lieber-das-original.de).
- an AdWords campaign with a focus on the keywords of the campaign and a separate landing page (www.paperleaks.de).
The mailshots and emails responded directly to the competitor campaign and lead to a landing page via a call-to-action. Here the product benefits are repeated, all technical specifications are available to the user and an incentive discount should encourage the target group to place orders. This happens directly via the landing page. Instead of ordering immediately, the user can first request samples and other product information via the landing page.
The AdWords campaign obtained its own landing page. The content of both pages was identical, but they allowed us to separately track and evaluate the results of both parts of the campaign.