SINGAPORE – Recently, HP partners with Spikes Asia Festival of Creativity’s Young Spikes Design Competition to showcase emerging marketers who are pushing the boundaries of creative-led approaches. During the competition, teams of two will compete to design an original creative campaign idea using HP’s wealth of print solutions in response to a brief.
The submissions will be judged by an expert jury to determine the shortlisted teams from Round 1. At least 3 shortlisted teams will compete in Round 2, a live competition taking place at the Spikes Asia Festival of Creativity in Singapore between 26-28 September.
adobo magazine speaks with Puneet Chadha, Director of Marketing of HP Inc. for Asia Pacific and Japan as he shares how HP’s digital printing technology help creatives unleash their creativity and turn ideas into reality. He also speaks how HP’s innovative technology offers efficient and faster production that help brands reach out to their target market.
How does digital printing unleash a fresh perspective on creativity?
A great designer should be able to design anything regardless of media, substrate or printing constraints. However, these ideas often come with challenges that are related to restrictions from traditional printing technologies and materials.
With consumers today demanding for more personalized, engaging and relevant products, digital printing enables designers to produce items with the “wow” factor. For example, HP’s Mosaic software can print colorful, unique designs on millions of bottles. Other creative uses of print including being able to trigger a video or animation on print, personalized books or even a design which gives visibility to a social / community issue and solves it because it tells a story on a media that can cover roads and walls.
With HP’s digital printing technologies, the creative possibilities are endless. We are reinventing the possibilities of what can be printed, how it can be printed and where it can be printed.
How does digital printing leverage print advertising nowadays?
Reaching out to the right audience with targeted messaging and content is the essence of advertising. This is especially so given that advertising has become more fragmented – businesses now need to leverage more than one channel, message or medium to engage with their customers.
The versatility of digital printing today allows for anything from a magazine having personalized content for each reader, dynamic content on a package such as printing the daily newspaper on bread packaging to printing on different substrates – from wallpapers to rigid materials.
With sustainability becoming a key concern for businesses, digital printing has an advantage over traditional printing as it does not require inventory. While traditional print advertising struggles with issues like recycling, HP Latex leads the charge in sustainable signage printing – it carries broad credentials addressing the full spectrum of environmental concerns; from ink chemistry to lifecycle considerations.
What is the edge of digital printing to you?
Digital printing brings a multitude of benefits such as short runs, personalized prints, versioning and is also environmentally friendly.
Brands today are solving many business challenges and are reaching out to consumers in a more engaging and relevant manner through digital printing. We have worked with brands successfully in industries such as photography, packaging, commercial printing and architecture, to name a few.
We encourage collaboration and are enabling an ecosystem of brands, creatives and print service providers. One of the ways we do so is through Dscoop, the largest ecosystem of partners and the largest user community in the printing industry. This partnership allows us to develop best practices and the most relevant printing solutions so that creative designers can take the benefits of digital and use them to solve business challenges.
How does HP’s digital printing technology help agencies and brands increase their brand awareness and engagement with their audience?
We work closely with brands and agencies to accelerate the analogue to digital transformation.
For brands, the marketplace is becoming increasingly cluttered and they each want to stand out. With our leadership in the industry, geographic presence and a seamless shift of printing from one HP technology to another, our print service providers help brands distinguish themselves. Our range of solutions, ranging from print technologies such as HP Indigo and HP Latex and software such as HP Mosaic, HP Wall Art and HP Signage Suite enable agencies and brands to better engage with their audiences.
We are also committed to educating and exposing brands and creative designers to the possibilities of print through our Graphics Solutions Business Center of Excellence (CoE). The CoE is located in Singapore and is a state-of-the-art printing center that is open to brands and creatives to visit and experience HP’s print capabilities.
How does digital printing drive online-offline-online engagement that leads to brand preference and loyalty?
Customer insights and the customer journey are the core of creating an amazing brand experience and driving brand preference. This journey can be online or offline and digital printing can play a crucial role in both. Customers can personalize something online and brands can get them printed and delivered. Our partnership with Mondelez for the “Oreo Colourfilled” campaign is one such example.
HP is making mass customization a possibility for brands. Examples include “Share A Coke” by Coke India, Kleenex Korea and Lotte Japan. For Coke India’s “Share A Coke” campaign, 29 relationship messages were printed in 17 different languages on millions of bottles, creating a customized experience for consumers.
