PaperTyger®, a range of burst, tear and waterproof security envelopes, is distributed exclusively in Europe by Eurotrade Business Products (EBP) Ltd. Launched in September 2010, Vertical created a new campaign with the aim of launching the product in Europe, raising awareness and increasing sales of the envelope in the office products market.
Our first task was to create a campaign theme and design to run across the marketing mix. We needed something bright, attractive and eye-catching, bringing in a tiger theme. The approved theme would then be implemented across every activity for PaperTyger®.
Using the idea of a Tiger, our designers came up with a theme that reflected this - bright and colourful in orange and black, with a 'jungle' style. This design works well across all literature, exhibition panels, website and other marketing materials.
Our approved theme provided the basis for the design of the website. The website is primarily aimed at office employees who are responsible for purchasing security envelopes. It outlines the different envelopes available, the different sizes and FAQs, as well as the key benefits.
In addition to reaching end users, EBP also wanted to raise awareness with office products dealers, who specify products to feature in company catalogues. A section on the website was created targeting this group of users, with a secure area where they can log in and download promotional material including leaflets, templates, adverts and exhibition materials.
To raise awareness with end users (office administrators and secretaries in security, medical and legal businesses) and to encourage trial purchases, our initial thoughts were to create a personality for PaperTyger® envelopes.
Vertical sourced a small cuddly tiger that could have multiple uses within the launch campaign. The toy was branded with the PaperTyger® logo and included a collar with the web address.
The PaperTyger® Tiger had its own Facebook and Twitter pages. The Tiger 'made friends' with relevant groups such as WWF (2010 was The Year of the Tiger) as well as individuals. Posts and tweets included information about exhibitions the Tiger was attending, and a competition was held to find a name for the Tiger.
PaperTyger® attended several UK exhibitions focused on office products. The first exhibition targeted end users, so a competition was held to win a Champneys Spa Day, with smaller giveaways of manicure/pedicure treatments.
To promote PaperTyger® and the competition, new display boards were created, each one highlighting a key feature of the envelope (burst proof, environmentally friendly etc). In addition, a removable stand flash to promote the competition was created - this allowed the panels to remain generic for use at further exhibitions.
Exhibition panels were created in German, giving a consistent message internationally.
PaperTyger® also attended an exhibition for office products dealers. As the typical attendee is different from end users (male, 30-50) a different approach was required. To capture their attention, a 'Play Golf with the Tiger' competition was held, to win a Steiff tiger. An X-box and golf game was incorporated in the stand, with visitors encouraged to play, with the highest score winning the Steiff tiger.
A series of rotating banners, leaflets, envelopes and posters were created for use by office products dealers, both in the UK and Germany. As well as being used by EBP to promote PaperTyger®, they were also made available to each dealer through a secure section on the website. Users requested a login and once approved, were able to enter and download any material required. This saved time and effort for the dealers and for EBP.
Using existing office contacts, plus new contacts collated through the exhibitions, PaperTyger® continued to push to end users through digital mailers. These were used to promote the free cuddly Tiger, and to highlight the key benefits of the security envelopes. Direct links to the website meant we were able to track visitor numbers.