The company will provide S$50,000 (about US$40,000) or more in funding to cover the incremental cost of using its VDP (variable-data printing) technology on behalf of a client, Lisa Watson, commercial business development manager for Indigo, told Campaign Asia-Pacific.
HP's digital-press products suit situations that require high printing quality but also need to vary text and/or images throughout a print job. Hewlett-Packard normally markets directly to the printing companies that buy its systems, but in this case is hoping agencies will provide concepts that not only work for the brands but also demonstrate the capabilities of its products to printing companies.
"We have the technology," she said. "We're looking for the creative inspiration."
Watson cited two recent examples where Indigo technology came into play: Coca-Cola's 'Share a Coke' campaign, which famously put common names on the company's cans and bottles in Australia and many other markets, and a campaign by an Israeli children's clothing retailer called Keds Kids.
In the latter campaign, the retailer invited parents to upload photos and then go to their local store to pick up a custom-printed catalogue with their own child on the cover. The company produced 15,000 different books, and claimed that 100 per cent of the customers picked theirs up. Better yet, those customers spent US$50 more than the average shopper during those store visits.
"It takes an agency to come up with that concept," Watson said. "It's probably not something that Keds Kids and the printer would have come up with on their own."
Hewlett-Packard is not looking for entirely new campaigns, but hopes that agencies will commit to adding the technology to existing client relationships. The funding is meant to remove any barrier to trying the technology by offsetting the incremental cost. In addition, HP will do the legwork to make sure the ideas come to fruition, and may promote the work after the fact, Watson added.
- Agency with regional presence of five or more offices.
- Client: Known brand under a regional alignment, with the ability to test in one or more markets and then roll out.
- Commitment to print on client's part: Willingness to use print in the future and participate in this co-investment partnership.
- Preferred verticals: Retail, especially high-end; education; automotive; property; publishing; charity; travel and hospitality
- 18 February: Pitch briefing to be attended by at least two people per agency, including at least one creative. To register, email agency details and names of attendees to [email protected].
- 13 March: Deadline to submit credentials demonstrating scope, ability, suitability and motivation. Shortlisted agencies will be notified by 5pm on 13 March.
- 26 March (tentative date): Pitch presentation.
- 15 April: Selected agency notified