Hackett campaign shows broad potential of Canon digital print technology in high quality, data-driven customer marketing

Lucerne, 20th February 2017 – Canon Europe, leader in imaging solutions, will, this week, show visitors to Hunkeler Innovationdays 2017 how its end-to-end production solutions enable closely integrated, multichannel customer marketing campaigns that fully exploit the potential of variable data printing.

Visitors will see elements of a hypothetical customer nurture campaign created by Canon using photographic imagery from men’s clothing brand Hackett. The premise of the campaign is the promotion of Aston Martin by Hackett, a new co-branded capsule clothing collection to coincide with the launch of the Aston Martin DB11 sports car.

Using stunning images and video captured on Canon EOS and Cinema EOS equipment, and proofed on the Canon imagePROGRAF PRO-4000, the campaign comprises four individual pieces of marketing collateral:

  • an A5 ‘look book’, printed on the imagePRESS C10000VP production toner press. The’ look book’ is designed to capture the attention of fashion journalists worldwide.
  • a VIP version of the ‘look book’, personalised and case-bound in A3 format. This is also produced on the imagePRESS C10000VP, intended for use in Hackett stores worldwide, enabling customers to browse the extended range.
  • a promotional one-piece self-mailer, produced on the new Canon ProStream continuous feed inkjet press. The image-intensive mailer is personalised based on recipients’ buying habits, with an invitation to go instore or online to experience the collection in person.
  • a personalised postcard as a follow-up to the mailer, produced on the Océ VarioPrint i300 sheetfed inkjet press.

Peter Wolff, Senior Director, Customer Group Commercial Printer and Production CRD, Canon Europe, explains the intention behind the project: “We wanted to tangibly demonstrate how brands and their print service providers can take advantage of the range of digital printing technologies available today. Digital innovation, supported by increasingly sophisticated analysis of marketing data, is enabling brand owners to differentiate themselves through highly personalised campaigns that reflect individual customer preferences. This level of targeting measurably increases response and brand engagement and motivates customers to go online or instore to purchase.

Peter Wolff concludes: “The output quality now achievable with inkjet technology on standard substrates means that digital printing today provides a commercially attractive marketing solution, even for exclusive lifestyle brands for whom print quality and vivid colour reproduction are critical considerations.”

In addition to the four printed campaign collateral pieces which can be found on the Canon stand at Hunkeler Innovationdays 2017, visitors can view a storyboard and supporting video explaining the making of the campaign in detail.