The campaign promotes the Aston Martin by Hackett clothing collection
A promotional campaign for Hackett utilises Canon digital print technology to produce high quality, data-driven customer marketing.
Visitors to the Hunkeler Innovationdays in Lucerne last week saw elements of a hypothetical customer nurture campaign created by Canon using photographic imagery from men’s clothing brand Hackett. The premise of the campaign is the promotion of Aston Martin by Hackett, a new co-branded capsule clothing collection to coincide with the launch of the Aston Martin DB11 sports car.
The campaign comprises of an A5 ‘look book’ and an A3 VIP version printed on the imagePRESS C10000VP, a promotional one-piece self-mailer, produced on the new Canon ProStream continuous feed inkjet press; and a personalised postcard as a follow-up to the mailer, produced on the Océ VarioPrint i300 sheetfed inkjet press.
‘We wanted to tangibly demonstrate how brands and their print service providers can take advantage of the range of digital printing technologies available,’ explained Peter Wolff, senior director, customer group commercial printer and production CRD, Canon Europe. ‘The output quality now achievable with inkjet technology on standard substrates means that digital printing today provides a commercially attractive marketing solution, even for exclusive lifestyle brands for whom print quality and vivid colour reproduction are critical considerations.’
