Why is this work relevant for Direct?

Traditional print catalogues rely heavily on sales visits by a salesperson to market new products and capabilities. With the global pandemic, this has become highly ineffective as customers are working from home and minimising work contact. Insecta Iridesse disrupts the way colours and printing methods are traditionally presented and introduced metallic printing capabilities with a 2-part print experience that directly demonstrates the extent of imagination the product can offer physically and in a tactile way with a 3D product showcase followed by directly mailing customers an explorer’s imaginative print folio enabling customers to inspect the prints themselves and imagine possibilities.

Background

Situation- Every year, the print industry receives promotional print catalogues from print suppliers introducing printing capabilities from various production presses with colour swatches and technical specifications. The traditional format is a limitation, the intended audience is only able to compare to their existing machines and upgrade, it does little to inspire or communicate the possibilities a new technology is able to offer to their business. Brief- Fujifilm came to us with the challenge of launching their new metallic printing capabilities of the Iridesse Production Press. Objectives- Insecta Iridesse took on the challenge of introducing the metallic printing capabilities by imbuing a sense of imagination while demonstrating the quality and possibilities of the print in a way that their customers will see the value of investing in the machine and the potential it can bring to their businesses.

Describe the creative idea (30% of vote)

The project was designed to encourage print veterans to inspect the quality of the metallic print effects upclose and explore the effects on various materials. It needed to directly imagine the application of the effects in various uses for them to be able to understand the print possibilities in view of the ongoing pandemic and work from home scenario. It was designed as a 2-part immersive print experience consisting of intricate 3D iridescent gem-like jewellery pieces that resemble rare insects, crafted with paper to capture light on the print effects and an explorer’s journal documenting the findings of these insects. Its crafted and delicate form intrigued them to inspect upclose using a loupe, a usual print and jewellery trade tool. Specialty metallic inks of gold, white and silver are further explored through a fictional explorer’s folio with maps, images, drawings, and other forms, demonstrating print effects on different paper stocks.

Describe the strategy (20% of vote)

Data gathering We researched into industry stakeholders. Purchase decisions of print industry leaders were heavily dependent on their customer’s demand patterns. Therefore, it was crucial to inspire the imagination of the industry printhouses to see the potential to their business. As well, these industry stakeholders receive too many colour swatches a year from competing companies, it was difficult to compare any other features besides price. Target audience Print industry leaders, creatives, and businesses. We used a familiar industry tool, the loupe, to inspect the prints, similar to a jeweller inspecting gems. Approach We prototyped with print engineers to understand the product possibilities to create a tactile inspection of print on different paper stocks, such as the unfolding of maps and drawings, reading torn newspapers, and handling ‘money’. Call to Action The experience called for print customers to have an imagination and explore further with their artworks at the Fujifilm showroom.

Describe the execution (20% of vote)

The project was first launched at a print convention held at Marina Bay Sands Singapore; the event was attended by print industry stakeholders. The folios were then sent to the print industry stakeholders to continue the conversation of print. Till today, Fujifilm is reproducing the experiential kits to be sent to potential customers as the responses were positive as the kit encouraged self-exploration.

List the results (30% of vote)

Insecta Iridesse was eventually embraced by the industry print stakeholders and the graphic communication community. The unconventional presentation became fresh in the industry stakeholders’ minds, which generated an increase of sales enquiries and over S$2 million in sales within the 4-hour launch. Today as the global pandemic situation evolves, the conversations are ongoing among the print industry stakeholders. New customers are calling Fujifilm for the folio, resulting in multiple batches of reprints.