In a series of short, entertaining social films – starring foul-mouthed parrot Pedro – Print Power pokes fun at the complexity of the current marketing landscape and the even more complex jargon that goes with it.
The campaign celebrates the power print has to amplify the impact of other channels, including TV and digital, and increase the overall effectiveness of campaigns. It aims to show marketers and advertisers that print cuts through ‘the noise’ of other media – particularly digital.
The videos and accompanying print advertising will drive traffic to Print Power’s new website: printpower.eu.
Providing the latest print-related facts, stats and research is a core part of the content remit, which also includes expert opinion pieces, industry news, case studies and thought leadership.
The site features comment from the likes of Mark Ritson, Peter Field, Richard Madden of BBH and Cannes Lions presenter Juan Senõr – as well as fashion icons Giorgio Armani and Donatella Versace.
“As digital channels face increasing levels of scrutiny, there has never been a better moment to remind those with decision-making power about the authority, humour, cut-through and effectiveness of print advertising. Print delivers diversity to the media mix, in a highly creative, complementary fashion – offering levels of trust, attention and physical engagement that other channels simply cannot,” says Ulbe Jelluma, managing director of Print Power.
Research by GFK in Europe in 2017 showed a continued interest from decision-makers in print media – and the need for more evidence-based information about the role of print media in advertising.
“There seems to be a renewed interest in print,” Jelluma says. “The pendulum is swinging in the direction of print advertising again. And delivering the evidence about its value is therefore more required than ever.”
The campaign has been developed by award-winning content agency August, part of the Publicis Groupe.
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