Over the past two years Iggesund has implemented "The Black Box Project", in which the company challenged designers to produce spectacular creations by using its flagship product Invercote. Part of the project involved systematically communicating with the design profession via emailed reports about the project and its progress.
"Designers are a sensitive group to target using mass communications," explains Carlo Einarsson, Director Market Communications for Iggesund Paperboard. "Our communications with them must be extremely relevant or we can have the exact opposite effect to the one we want to achieve. But we are now applying this experience of communicating the Black Box Project to additional communication steps that are driving traffic to our website."