SDP Customers Win Digital Printing Awards at Asian Print Awards 2003
Press release from the issuing company
Singapore (December 5, 2003) - Harim C.M. from Korea, Kings Mailing Service and Penfold Buscombe from Australia won Gold, Silver, and Bronze awards on November 7, 2003 in the 1st Asian Print Awards 2003. The category for their winning entries was "Digital Printing - Special Applications, Direct Mail, Leaflet, etc." The digital printing (variable data) content of all three of these award-winning pieces was printed by equipment from Scitex Digital Printing.
The gold medal recipient was Harim C.M. from South Korea with a direct mail piece for LG-Caltex's loyalty program. The gold award-winning application made use of the 100% totally variable data, high-speed, process color printing capability of the VersaMark Printing System with Business Color(tm) technology. Since installing the VersaMark in June, 2003, Harim C.M. has been producing direct mail pieces and transactional documents that have already gained industry-wide acclaim for their creativity and effectiveness.
The front page of the award-winning piece featured variable images of gift selections that could be given to individual clients based on the level of bonus points they had been awarded and other demographic information. It also displayed gas purchase trends by month making the statement easier to read and understand. Originally printed in black and white by traditional laser printing technology, the front page lacked the eye catching color design to improve sales. With Business Color technology, LG-Caltex was able to convey a more valuable image and improve response rates and participation in its loyalty program.
The silver award was given to Kings Mailing Service whose direct mail solicitation letter for St. George Bank included not only personalization in the letter, but also personalized printing on magnets attached to the letter. The objective of the personalization was to entice existing customers to refinance their loans to buy items such as cars, furniture, and household goods. The response rate from this creative personalized messaging was much higher than previous non-personalized direct mail campaigns.
The bronze award was given to Penfold Buscombe for a direct mail piece designed to look like a wallet to promote increased usage and patronage by valued members at the Crown Casino in Melbourne, Australia. The wallet included a club card that when used at the casino allowed the holder to accumulate credits for a lucky draw. The personalized, variable data was printed on the club card using Scitex's Dijit series of printing systems. The Dijit printers, integrated into the envelope production line, enabled single-pass printing for a greater cost efficiency and higher productivity. The product and campaign, which was fully designed and produced by Penfold Buscombe, has significantly increased patronage, turnover and revenue for the casino. According to Mr. Chris Day, National Direct Marketing Manager for Penfold Buscombe, "Capturing the attention of consumers today is getting harder and harder. An innovative mail piece, combined with personalisation and customisation goes a long way
towards securing strong response rates. We have successfully leveraged Scitex Digital Printing technology to achieve maximum response in direct mail projects and satisfy an increasingly sophisticated market."
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