By A PPI Special report
BRUSSELS,
Nov. 7, 2011
(RISI) -
The PPI Awards recognize the best of the pulp and paper industry. This includes the advertising and marketing campaigns that reach out and inform the public about the benefits of paper. In previous years, we have had only one category for Promotional Campaign of the Year. But with the need to communicate the industry's environmental and sustainable initiatives, a distinct category was created specifically for those types of campaigns.
We have had a truly global response to the PPI Awards this year, with numerous entries from all continents and in all categories. In the weeks leading to the even in Brussel on 15 November, we are reviewing the companies, mills, products, and people of the industry. So far, we have covered the Mill Manager of the Year Award, the Efficiency Improvements of the Year Award, the Environmental Strategy of the Year Award, the Innovative Product of the Year Award, the Business Strategy Award, and the Water Efficiency Award.
Promotional Campaign of the Year - Environmental Message
Domtar, Canada - PAPERbecause
PAPERbecause was created out of a concern that the benefits of going paperless have been over-simplified and the strong environmental performance of paper production underreported. Structured on an earlier successful campaign focusing on the environmental aspects of paper, PAPERbecause was a more far-reaching approach to highlight the societal, behavioral and emotional implications of using paper. Along with Paperbecause.com, the fully integrated advertising and awareness campaign stressed not only paper's benefits, but also the fact that electronics and paper can exist side by side, without one serving as an absolute substitute for the other. Since the campaign's launch, awareness of the Domtar brand and of the company's efforts in sustainability has increased significantly.
International Paper Belgium - The Little Book Series
The Little Book Series is part of an initiative by International Paper to dispel the common myths and misconceptions about paper. Developed as a way to communicate the industry's message more effectively, the series aims to make it easier for people of all ages to understand the key facts about sustainability, climate change and the paper industry. Written in an easy-to-read format, materials have been translated into nine languages to reach a worldwide audience. Nearly 70,000 copies have been printed to date, and future plans include an online micro site, social media activities, and digital vignettes for viral marketing.
Kruger Products, Canada - Sustainability 2015
Kruger Products' Sustainability 2015 is a formalized five-year sustainable development plan to reduce the company's overall environmental footprint. Encompassing nine goals, the plan includes products, operations, communications, stakeholder relations, and employee engagement. One of the first goals was to obtain the Forest Stewardship's Council (FSC) Chain of Custody (CoC) certification, accomplished earlier this year, making Kruger Products the first Canadian company to achieve this standard. Believing big companies can make a big difference, Kruger is using its position and Sustainability 2015 to influence suppliers and create a supply-chain impact, ultimately shaping a complete sustainable solution.
Sappi Fine Paper North America, USA - eQ Sustainability Program
The eQ brand was developed as a way to set Sappi Fine Paper North America's commitment to sustainability apart from other suppliers, as well as dispel perceptions that paper is not an environmentally friendly choice. Standing for "environmental quotient," Sappi's goal is to use a holistic, scientific and fact-based approach to make eQ the most trusted source for sustainability communications. The eQ microsite is the home of the eQ Journal, a paper calculator called the eQ Tool, and the eQ blog authored by Sappi's Director of Sustainability, Laura Thompson, Ph.D. Since its launch, eQ has received over 13,000 page views and over 4,000 unique visitors.
Promotional Campaign of the Year - Pulp, Paper and Board
Asia Pulp and Paper, Indonesia - IK Yellow Photocopy Contest
The title of this contest is "Peraduan 1Malaysia Bersama IK," meaning "Togetherness of 1Malaysia with IK." Drawing on the Malaysian government's campaign for a unified Malaysia, "1Malaysia Campaign," and the fact that 1K Yellow A4 paper is the best selling brand in Malaysia, the contest seeks to create a directed end-user campaign for all the different cultures, races and religions within the country. A cartoon portrays people in a variety of activities, showing how IK Yellow A4 paper is a part of the daily lives of all Malaysians. Entrants can participant by counting the IK logos found in the cartoon and can submit a creative slogan to be used in the campaign.
Grupo Portucel Soporcel, Portugal - Pioneer - New Image Campaign
Pioneer, one of Portucel Soporcel's premium office paper brands, is celebrating its eighth birthday by revamping its packaging and communications with a dynamic, contemporary image. The new concept and product design sought to impact women directly, the brand's main buyers in Europe. Images of printed documents are shown on each ream, encouraging consumers to ask for the paper by their needs instead of using technical details. Launched at Paperworld 2011, the campaign illustrates women in their daily lives, inspired by their ambitions and dreams. Early results from the image and positioning have Pioneer growing more than 50% year-on-year.
Ibema Papel, Brazil - Ibema Gravure Contest for Students
Ibema describes gravure as "the graphic arts mother" and it represents the highest value that a single sheet of paper can reach. Due to the importance of gravure for the culture of graphic arts and the graphic industry, and to bring a new generation of students to this area, Ibema created a gravure contest to promote the value of this artistic activity. Supported by the Brazilian Printing Industry Association and the Brazilian Technical Printing Association, this annual contest is important because it contributes to the culture, education and value of paper and the printing industry. A companion website for the contest has become a public reference on gravure, containing the most complete bibliography about gravure existing in Brazil.
Sappi Fine Paper North America, USA - Digital Design Center Campaign
The Digital Design Center was designed to help printers sell their abilities. Sappi's Digital Design Center is a web application that allows printers to create custom marketing tools to promote their own digital printing capabilities. This campaign was developed to introduce the Digital Design Center to Sappi's print partners, encouraging printers to showcase the beauty of high quality digital papers and printing. The campaign included an online invitation to 3,000 targeted people in the printing community, print and digital ads in trade magazines and websites, a direct mail postcard, free sample packs of Sappi Digital paper, and printed examples of over 80 images to demonstrate the optimal digital press performance.
Sappi Fine Paper North America, USA - Flo Channel/Off Register Campaign
Sappi is using digital media to get the message out about print. Sappi created "Off Register," a humorous series about an over-worked printer and his demanding and recognizable characters, to promote Sappi Flo, a value-priced line of paper. The target audience of the episodes, shown on the Flo Channel, are printers and press operators. The Off Register campaign included online invitations to over 30,000 people in the paper, printing and design communities, print and digital ads, and a printed Off Register promotional piece. An email address was included in the campaign for printers to submit their own stories to be used in future episodes.
For more information about the PPI Awards 2011, please click here.
