IGEPA Group // Fachgroßhandel
To celebrate the European Football Championship and to honor the 20-year partnership between Igepa and Soporset, Igepa planned a special campaign. The aim was to reach B2B partners and customers and combine Igepa's core competence, paper, with digital interaction. The idea: a competition that would result in a soccer sticker booklet for all participants, similar to the popular booklets from childhood.
The project had the clear goal of drawing attention to the Igepa and Soporset brands through a cross-media campaign. The involvement of the participants was intended to strengthen the bond with the brand and the strong digital integration was to underline Igepa's claim to innovation. This campaign not only promised increased visibility, but also an emotional connection with customers
Our task was to realize the digital part of the idea. We faced several challenges here: The transition from the print medium to the digital web app and overcoming the media disruption. The automated cropping of the selfies to transform the portraits of the participants into soccer stickers. Ensuring that only recipients of the print mailing could access the participation smoothly.
We developed a web app that could primarily be used on a cell phone, but should also be functional on a desktop computer. The app was accessed via an alphanumeric code printed in the mailing. However, the focus was on the use of a QR code, which was also included in the mailing, which enabled quick and easy access so that participants could get started immediately without entering a code. A wizard guided users through the generator to create their own soccer album sticker. They could take and use their own selfies directly in the browser or choose from six avatars.
The cross-media campaign led to great enthusiasm among Igepa's customers and partners. In addition to the attention generated for the brands, the campaign was appreciated with a correspondingly high level of commitment. The resulting sticker album was filled with stickers from 13 nations and impressively demonstrated the wide-ranging participation and positive feedback from the target group. This successful campaign impressively demonstrates how we worked with Igepa to use digital innovation to complement traditional print media in new and exciting ways.
Pixelwerte implemented our campaign perfectly. We were able to show our customers how modern paper can be. The combination of print and digital was a great success.
Marketing Managerin
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