HP and RedTie are showcasing the latest innovations in web-to-print solutions and the creative opportunities enabled by digital print at Technology for Marketing & Advertising (TFM&A), 1-2 March, Earls Court 2, London.
RedTie is a globally recognized provider of web to print technology. Integrated with HP Indigo digital presses for high-quality, digitally printed output, the combined offering is an end-to-end solution that enables the production of personalized, effective and clever campaign materials.
"Some of the world's most powerful brands are using digital print and web-to-print solutions to stand out in the marketplace with complex and creative cross-media marketing materials," said Julia Cole, HP Indigo UK & Ireland marketing manager. "TFM&A provides the perfect platform to showcase examples of these highly-targeted, innovative campaigns and inform the marketing community as to how they can be achieved. By the end of the show, we hope everyone will be excited about the inspiring campaigns made possible by digital printing technology."
One such campaign was produced by Coca-Cola Israel. The company decided to run a unique initiative to refresh its Sprite brand and raise brand awareness.
"Our idea was to involve consumers in the brand campaign in a wholly new way," said Merav Dvori, category marketing manager at Coca-Cola Israel. "For the first time, customers could really participate and design their own product label. We felt this would elevate interest and generate a new, fresh awareness of the brand."
This exciting campaign was made possible by high-quality, HP Indigo digital printing technology and was considered a huge success with more than 100,000 consumers designing their own cans and over 3 million people visiting the campaign website.