A Markem-Imaje campaign, which successfully persuaded companies of all sizes to reconsider the impact of ink choice on safety, sustainability, compliance and brand reputation, wins European Excellence Award in Chemicals & Industrials category. Markem-Imaje developed its “Marking the new generation” campaign to stop low-cost, third party ‘raider’ inks being used in Markem-Imaje coders, and to ensure companies understand the benefits of using the company’s inks. The campaign aimed to increase awareness of Markem-Imaje’s ink safety and sustainability credentials with the goal to stop sales lost to raider inks. While large, global customers were included, the primary targets were small to medium companies who were less likely to have considered the implications of ink choice on safety, sustainability, compliance and brand reputation.
The campaign outperformed internal targets and some external benchmarks as well. The company stemmed its raider ink losses among companies of all sizes and even won a range of a large-scale equipment contracts. For example, one European manufacturer swapped 34 of its existing coders for equipment from Markem-Imaje.
Disruptive, yet relatable, situations used to capture attentionInk coding is a mature market with established habits. Raider inks are an attractive way of improving profits. By highlighting four previously acceptable behaviors –smoking, no seat belts, littering and pesticides– the campaign sought to persuade manufacturers to go beyond basic compliance to meet the needs of a changing marketplace which increasingly expects more in terms of safety and sustainability.
Relatable, consistent imagery depicting the four unacceptable behaviors was used across a range of assets including four mini-animations and a short white paper. The content was distributed through various channels such as social media, emails and retargeting banners.
What was considered acceptable and safe in the past, is now unthinkable
A copy of the white paper can be downloaded here:
https://info.markem-imaje.com/InkSafety?utm_source=website&utm_medium=pr.
The animations are viewable via:
Driving without seatbelts - safety messageSmoking on a plane: chemical choice messageSpraying gardens with pesticides - rules messageLeaving rubbish behind – sustainability message
To see other shortlisted candidates, and winners in other categories,
click here: https://www.excellence-awards.com/winnerlist/best-of-2020/
About Markem-ImajeMarkem-Imaje, a wholly owned subsidiary of the US-based Dover Corporation is a trusted world manufacturer of product identification and traceability solutions, offering a full line of reliable and innovative inkjet, thermal transfer, laser, and print and apply label systems.
Markem-Imaje provides global reach to over 50,000 customers with 30 subsidiaries, 6 technology centers, several equipment repair centers and manufacturing plants with the most comprehensive marking and coding portfolio available in the marketplace.
Visit
www.markem-imaje.com for further information.