Agency: Trekk Cross-Media
Name of campaign: “Paper Sells More Product”
Launch date: July 2010
Creative credits: Creative director: Jason Edlen; art director: Beth Allen; copywriter: Kristi Nelson; programmer: Jennifer Lee; production: Michelle Boehmke
Why we liked it: Very few advertise-ments actually have the opportunity to demon-strate the product they're selling in action. Usually, an ad's goal is to get the target to take an additional step so the product or service can be demon-strated. But in this case, NewPage is selling the enduring value of paper (magazines, newspapers and catalogs) in a digital world, and it demonstrates that via print ads and brochures. To be more precise, NewPage is demonstrating, as its tagline declares, “Paper sells more product. In our multichannel world, print delivers more.” New page uses print advertising to drive this message home, citing studies that indicate print remains a strong medium. “Website visitors,” declares one ad, “are twice as likely to make a purchase if they've already received a catalog.” Even more effective is a personalized direct piece that directs the recipient to a URL that includes their name. To us, that's a clear demonstration that print and the Web can supplement each other.