Can personalization, combined with hyperlocation, social media, bundled advertising and personalization, generate revenue for news media organizations? Sometimes newspapers turn to short-run digital production for a variety of reasons to expand their reach or take advantage of their other inherent capabilities. However, it is a solution looking for a profitable case in India. Nevertheless, Amit Khurana of TechNova, one of the sponsors of the Wan-Ifra Media Summit in Delhi, attempted to reintroduce digital printing to Indian news publishers gathered at the event.
Amit Khurana, COO – Newspaper Group, TechNova Imaging Systems presented a session titled “Digital Newspaper Printing – The Possibilities and Business Case” on September 15, 2022 during the Wan-Ifra Indian Printers Summit 2022 held in Delhi. Khurana attempted to compare today’s newspapers with their mass reach, uniformity, scale, and cost versus value. He said that while their primary role today is as a carrier of information, the newspapers of tomorrow will be based on the “niche” model, incorporating the features of personalization, personalization, increased consumer engagement as well as user experience – in short, they will focus on value rather than cost. According to him, this is where digital printing can produce multiple simultaneous editions and, incidentally, help create powerful brand campaigns.
He presented the case of the Brazilian daily Estado de Sao Paulo in partnership with the coffee company Café Pelé, to demonstrate the freshness of its coffee products. Five thousand bags of Café Pelé coffee were wrapped in front-page facsimiles of the daily to be distributed with the paper. The campaign attempted to displace the idea that fresh coffee is only available in cafes.
This unique hyper-localization campaign used an HP Indigo 20000 digital press to produce the coffee packaging and reportedly gained immense popularity on social media with a 400% increase in coffee sales and over one million readers interacting with the campaign more than once. The challenge is how Indian newspapers can adopt these innovative strategies to deliver greater value to advertisers and increase spend at a time when advertising budgets are shrinking globally. However, you have to accept that there is an opportunity – since brand owners and their agencies are always keen to do some kind of dhamaka (exceptional campaigns). They all want to do something extraordinary to boost brand recall and even short-term actions and sales.
Trends and packvertising
The Indian cases of digital printing presented by Khurana come under packvertising. Citing various trends, including JOMO (the joys of missing something) as opposed to FOMO. He suggested that readers go back to basics like printing (which requires undivided attention), but personalization also works, especially in the area of packvertising.
He cited research showing that 50% of millennials and Gen Z express a clear desire for product personalization and that 80% of end users are more likely to make a purchase when a personalized product is offered instead. regular or standard items. Its illustrative case was the 12 million unique packs for the Nestlé KitKat #LoveBreak series produced by Huhtamaki India in a first-class innovation. Nestlé KitKat has launched limited edition packs called #LoveBreak to celebrate February as the “Season of Love” and hence building on the idea that every relationship is unique, so should even to express love.
Another case was #DettolSalutes, a national campaign by trusted Indian healthcare brand Dettol after the peak of the second wave of coronavirus in June 2021 in tribute to the warriors of Covid-19. In this one-of-a-kind campaign, Dettol replaced its logo with an image of a Covid warrior, along with its inspirational story of fighting the pandemic, on its liquid hand soap packs.
Dettol’s parent company, Reckitt, launched a website www.DettolSalutes.com for people to share stories related to Covid protectors with each other and create virtual Dettol liquid handwash packs, which could then be shared on their social media channels. The aim of the campaign was to strike a chord with customers and convey the message of human solidarity in the face of the global crisis.
Reckitt sacrificed its brand logo space on 4 million packages to convey the message via digital labels printed on HP Indigo presses.
Branded packaging produced using digitally printed packaging illustrates how consumer engagement, hyper-localization, and personalization can be fused into a brand story to deliver a unique offering to end users. The challenge is for key accounts, brand managers and media planners to deliver creative challenges that leverage the confidence, speed, multi-channel capabilities and vast strengths of modern news publishers.