Promote a value-priced paper as a preferred option for graphic designers? Seriously?
It may not be the obvious angle, but it works. That’s because IP’s value paper, Accent Opaque, has performance characteristics to rival even the most expensive paper. Oden launched an integrated campaign to reach two key markets—designers and printers—and educate them on the unexpected quality of Accent Opaque.
The Serious campaign engaged graphic designers from all over the country, inviting them to submit photos of their most serious faces. More than 500 participated in the “Face Off” and related Mobile Quiz. The campaign was also featured in print and at tradeshows, included a sweepstakes for Sirius® radio subscriptions, and offered seriously compelling proof in a side-by-side comparison piece.
The campaign was a hit because it never took itself too seriously. The brand was a hit because it raised expectations and then delivered—at the same value price point as before.