A behind-the-scenes look at creating an effective personalised, limited edition packaging promotional campaign.
To demonstrate the power of brand customisation and personalisation, HP offered the first 5000 pre-registered attendees for this year’s PacPrint 2017 (which took place in Melbourne in M ay)a complimentary bottle of wine from Australian winemaker, Wolf Blass, featuring an individually personalised label.
These one-of-a-kind wine labels highlight the latest in customised innovation HP offers its Indigo users via HP SmartStream Mosaic, a design technology software that enables the creation of unique products for a memorable customer experience.
HP partnered with Schawk and Anthem to design the shrink sleeve label (printed on HP Indigo), and the seed file for the Mosaic algorithm was a piece of street art by Melbourne artist Akuzer. 5000 unique variations of this design were produced, and each was also individualised for the registrant.
According to Jason Beckley, Business Development Manager HP South Pacific, the project was a huge success, driving record numbers of early visitor registrations for the show.
He tells us more about the project in this video:
