How do you launch 3 fast new, high-quality wide-format digital printing presses into a market you’ve never been before?
We targeted New Zealand’s signage & printing industry’s top 200 names, and invited them to wage war on small-format, low-impact printing methods, at an elaborate military themed event.
We called it Wide War 1 – The Battle for Bigger Borders.
We mailed invitation DM pieces in ex-military shell casings, housing three large-format personalised posters, printed on different substrates, and dog tags featuring a personalised URL and code to access an eye-catching interactive website, where they could register, personalise & customise their own aeroplane.
Fuji Xerox then downloaded and printed each plane onto specially imported balsawood using one of their new machines. The laser cut and assembled planes were presented to the attendees at the event, so they could take to the skies and compete for prizes.
Our DM received a staggering 77% response rate. Successful sales ROI was targeted at $4.65. Current ROI is an amazing $48 for every dollar spent - more than ten times the targeted return. With a further $1,500,000 worth of leads still under negotiation.