In its campaign, “G-Print is ON”, Grycksbo Paper uses humour to promote printed communication and its advantages. Unexpectedly, it is the internet, and not the traditional mix of brochures and printed ads, that is the main media channel. The attention raised by the campaign has already meant that it has been nominated in the 2009 PPI Awards for “Marketing Campaign of the Year.” It has also contributed to the nomination of Grycksbo Paper for the Forest Industry’s “Marketing Achievement of the Year” award.
The campaign consists of humorous and surprising film sequences of people struggling in a paperless world and a campaign website with information and offers. The campaign reaches its peak on Paper Awareness Day, a media day with a live internet broadcast.
The film sequences show situations where paper is the only thing that works and have been distributed to partners around Europe. The films can be found on YouTube, Facebook and Vimeo and end with a message and an invitation to visit www.gprint.com/paperaid.
“It might seem strange that a paper maker produces a digital campaign to increase awareness about paper,” Mikael Frölander, MD Grycksbo Paper says. “However, we don’t see it in that way. Digital media are superior to paper for some applications like distributing moving pictures. Equally, paper is superior in many other cases.”
On the campaign site there is information about PaperAid, more films and the abilty to order G-Print material. An important part of the campaign is the support for “The Library Project,” which donates books and libraries to under-funded schools and orphanages in the developing world. On the site visitors can donate money to the project as well as buy T-shirts, with profits going to “The Library Project.”
“It means a lot to ‘The Library Project’ to get direct support and publicity about their activities from the ‘G-Print is ON’ campaign,” Mikael Frölander continues. “Paper is superior to the web when it comes to teaching children how to read as well as for reading in general. We believe that education is the key motivator to breaking the cycle of poverty that exists in the developing world. As we see it, education means change.”
During second half of October, two Swedish students will visit a project run by ‘The Library Project’ in Kina. They will write a blog about their experiences which can be reached through PaperAid's website: http://www.gprint.com/en/paperaid
For further information, please contac
Mikael Frölander, MD Grycksbo Paper.
Tel: +46 23 681 00, mobile: +46 70 616 81 10
E-mail: mikael.frolander@grycksbopaper.com
Jenny Beckman, Marketing Co-Ordinator Grycksbo Paper
Tel: +46 23-681 28, mobile: +46 70-681 01 34
Email: jenny.beckman@grycksbopaper.com
Caption:
The “G-Print is ON” campaign uses the internet as its main media channel and shows humorous situations where paper is superior to digital media.
Useful links:
The campaign site: www.gprint.com/paperaid
The Library Project: www.library-project.com
Grycksbo Paper, situated in Sweden, is the producer of G-Print - a unique contour coated woodfree paper. The company’s customers include paper merchants, printers, publishers and converters. Approximately 93% of the production is exported, mainly in Europe. G-Print has an excellent printability and is well-known for its high bulk and superior runnability. Main end-use areas are direct mail, illustrated books, manuals, catalogues, maps, posters and magazines. G-Print is available in sheets and reels in grammages from 70 to 250g/m². The production capacity is approximately 265,000 tonnes per annum. The company’s turnover is 1.7 billion SEK and it employs about 500 people.