Grycksbo Paper has won the category ‘Promotional/Sales/Marketing Campaign of the Year’ for its ‘G Print is ON’ campaign at the PPI Awards 2009 gala in Munich. The main media channel for the award winning campaign is the internet and consists of humorous and surprising film sequences showing people struggling in a paperless world, as well as a campaign website with information and offers.
The PPI Awards are the paper industry’s equivalent to the film industry’s ‘Oscar’ awards. In the PPI Awards 2009, industry companies competed in ten different categories following earlier nominations. Grycksbo Paper was a nominated finalist in three of them: Promotional/Sales/Marketing Campaign of the Year, Business Strategy of the Year, and Environmental Strategy of the Year – Company.
Commenting on the ‘G Print is ON’ campaign’s success the judges said: ‘This winning campaign has been described as outstanding and brilliant by the judges - an entry which shows an impressive marketing strategy, utilising digital media with confidence, while at the same time encouraging increased paper usage. It is a campaign with a clear target audience and specific messages which shows an outstanding breakaway approach."
On receiving the award, Mikael Frölander, MD Grycksbo Paper, said, ‘It is absolutely fantastic that Grycksbo Paper was not only a finalist in three categories, but also that we won one of the most prestigious. It is important to get our message across about the advantages of paper and the printed word, for us, as well as for the whole paper industry.
‘Renewal is needed in the paper industry, so when the idea about a cheeky and humorous campaign using the internet came up, it was a logical step to take. We have got many positive reactions from our customers, as well as from the paper trade.’
Jaana Ahlroos, Sales and Marketing Manager at Grycksbo Paper said, ‘Winning the PPI Awards 2009 for the best Promotional/Sales/Marketing Campaign of the Year is a great honour for us. We are not the biggest paper company, but we were prepared to go outside the traditional box with this, the first digital media promotional campaign in the industry. The saying "Do not go where the path may lead; rather go instead where there is no path and lead a trail" fits us very well.’
The winning campaign’s film sequences showing situations where paper is the only thing that works can be found on the campaign site www.gprint.com/paperaid as well as on YouTube, Facebook and Vimeo.
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 as well as buy T-shirts, with profits going to “The Library Project.”
For further information, please contact
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 CoordinatorGrycksbo Paper
Tel. +46 23681 28, mobile070-681 01 34
E-mail jenny.beckman@grycksbopaper.com
Caption:
Sales Manager Jaana Ahlroos, in the middle, collected the prize for the best Promotional / Sales / Marketing Campaign of the Year from Juan Castellanos, Strategic Alliance Manager Hewlett Packard, category sponsor, and by the gala presenter Kristiane Backer, TV presenter, journalist and author.
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.
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