The Preprint division of Smurfit Kappa, which specialises in preprinted liner for corrugated board manufacture, approached MK to help generate industry awareness and educate the market of the capabilities of Smurfit Kappa preprint to sheetplants and screenpriners.
The overall objective was to infiltrate new markets rather than capturing existing opportunities.
Using the flying pig analogy, we worked closely with the client to demonstrate how preprint can make seemingly impossible jobs…possible, challenging existing perceptions.
Using a variety of communication tools, a digital campaign was put together targeting sheetplants and screenprinters separately with uniquely designed email e shots explaining the benefits and suitability of preprint for different requirements.
In support of this a double-sided, reversible brochure was developed as a sales tool to explain in more detail the opportunities that preprint can provide both sheetplants and screenprinters.
A link to download the brochure was incorporated into the e shot and integrated inbound marketing techniques were employed to capture the data of those who registered to download the communication.
The campaign has seen very positive results so far with many recipients expressing direct interest in Smurfit Kappa’s offering.
A sample pack, complete with flying pig, is being developed to send to prospective clients in follow up to the success of the digital campaign.