Print 2.0 is a new Augmented Reality product which takes printing from an attractive looking media to one which encompasses smell, feel and a more interactive sense of user involvement. It closes the gap between printing and the online options to maximise the user experience of a product, article or other printed matter.
Five companies have combined to create the first Print 2.0 brochure to show just how effective multi-sensory marketing can be, using the best of printing and digital technology to break new bounds.
The five companies who have invested in bringing this demonstration brochure to market are:
· Ur-Ar, Nantwich, is the creative company which takes new technologies to marketable products and which has been a front runner with Augmented Reality
· Honest Creative, a full service marketing agency, trained by former directors of M&C Saatchi, with a stack of high profile clients which has offices in Macclesfield, Newcastle-under-Lyme and Stafford
· North West Paper with branches in Manchester, Liverpool and Preston
· ProCo, Sheffield, award-winning specialist in high quality printing, direct mail, data and digital communications
· Celloglas, a leading specialist in decorative print finishing with sites in Reading, Leicester and Leeds.
Sy Whitehall, business development director of Ur-Ar has been the prime mover for creating this high tech initiative. “By combining an AR product called Print 2.0 and a selection of Celloglas print finishes we have been able to create a working example to demonstrate multi sense marketing. The collaboration has allowed us to demonstrate this ‘first of its kind’ technology.”
Celloglas used a wide range of finishes for this project, including: Cellogreen lamination and Celloscreen photochromic/light reactive ink and Celloscreen pine fragrance; Celloscreen fabric softener fragrance; Cellotouch lamination; Celloscreen silver latex and Celloscreen chocolate fragrance; and Mirri Pak Silver, a metallic paper.
Richard Pinkney, business development director at Celloglas, says: “Celloglas decorative print finishes can be used to stimulate a multitude of senses including sight, smell and touch. Used together with print, paper and Ur-Ar technology through Print 2.0 they create a multi-sensory experience that is designed to capture the imagination of the recipient and could be used as a direct mail or promotional piece.”
The design of the brochure was by Honest Creative whose joint creative director James E Bott says: “We were delighted to help with the design and copywriting for the promotional book. It’s ironic really that with all this exciting new technology, we augmented reality is like a sort of ‘missing link’ that connects the seemingly-threatened medium of print to the ever-expanding world of online. All marketers like to explore the forefront of technology and we’re doing exactly that. We’re looking at all kinds of applications for this and we’re already rolling it out for some of our bigger clients.”
The papers supplied by North West Paper for the project were 9lives 55 Silk 350gsm for the text and 9lives 55 Silk 400gsm for the cover.
Ian Watkins, branch manager of North West Paper, says: “We supply high quality, ground-breaking products for both litho and digital printing applications. 9lives 55 Silk is an FSC accredited stock which uses 55% recycled content. It is a practical paper with strong production qualities but is also an environmentally sound stock.”
ProCo printed the product on an HP Indigo 7500 press. ProCo marketing manager Claire Knox says: “The concept of Print 2.0 present tremendous opportunities for companies to create exciting, emotionally rich brand experiences that take customer engagement to a whole new level. The innovative collaboration demonstrates that print and web applications can complement one another and the possibilities for it are overwhelming in this technology advanced, multi-channel age.”
June 2011
