December 3, 2018

Top 5 best Christmas print campaigns

With its power to grab attention and communicate brand messages in a single glance, print advertising is still a marketing force to be reckoned with. And it’s during the festive season that it really shines. While we’re rushing around doing all kinds of Christmassy stuff, a well-crafted print advert can cut through the noise and put a smile on our faces while at the same time communicating some key messages. So from Heineken Santa to Ho Ho Hovis lets take a look at five of the best Christmas print campaigns from around the world.


ONE: The Heineken Santa

The festive season comes with great responsibility, even for Santa. This classic print ad from Heineken managed to communicate a very important public safety message in a very discreet and creative way. It was a great example of showing over telling. We imagined a drunken Santa crashing his sleigh, a thought-provoking image that reminded us of our own responsibilities.


TWO: We Three Benz

Picture the Three Kings turning up before everyone else because they followed the star of Bethlehem in a Mercedes.  This humorous advert from Mercedes-Benz exploited an ancient Christmas trope wonderfully. It had a great aesthetic too, making use of traditional styles to give the finished piece an authentic Christmassy texture. Not only did it put a smile on our faces, but it also communicated some key brand messages: Mercedes-Benz produces authentic, stylish and reliable cars.


THREE: Publicis Christmas Tree

The Singapore branch of Publicis (a global marketing agency) came up with this classic ad to promote their own creative attributes. Using red and green (the traditional colours of Christmas) they crafted a powerful festive image that showed the audience what you can achieve with a pencil and an imaginative idea.


FOUR: Ho Ho Hovis

Unless it’s got the word Stollen before it, we don’t normally associate Christmas with bread. So the creators of this ad deserve a round of applause for finding a way to make Hovis relevant over the festive period. After all, Christmas wouldn’t be Christmas without turkey sandwiches on Boxing Day.


FIVE: Have yourself a beery little Christmas!

Let’s finish with a nightcap. A Christmas nightcap to be more precise. Anheuser-Busch InBev, a global drinks company based in Belgium, came up with this genius advert to promote their products over the festive period.  The clever concept, the sharp graphics and the overall simplicity of composition are what make this advert a yuletide classic.


Having a few drinks over the festive season is the very meaning of Merry Christmas!

October 30, 2018

Top 5 best print ads case studies

1. Take a ‘text drive’

Before launching a new car, Kia created a fantastic interactive promo pack with a range of engaging print effects. It was sent to 100 automotive journalists to grab their attention to the new Stinger model. Kia’s goal was to make this model feel very special, and they succeed.

The pack featured eight chapters to match the car eight-speed automatic transmission. The first page gives readers a special sticker that when peeled back revealed the image of the car. It invites readers to ‘spin doughnuts’ with their finger and after tracing a circle on the page then folds out to reveal tyre marks in a microfiber cloth underneath. And then the page smells of burnt rubber – the “scent of passion” makers say. More about KIA’s innovative advertising.

Text Drive KIA

2. Check your head

Shampoo brand Head & Shoulders created a recent interactive ad in the magazine. They invited the readers to test their head for dandruff, by merely scratching their head over the page. Since one of the sides of the ad is entirely black, it will highlight for those with the dry scalp any flecks of dandruff that falls from their head. Such action will push readers to consider using the anti-dandruff shampoo. Ingeniously simple, it proves that print’s low-tech approach can often be the most effective. 

3. The washable book

Infectious diseases transmitted via hand are still significant issues in developing countries. More than 6,000 children lose their lives every day over this problem. Japanese company ANGFA created an interactive print ad where kids would need to use the block of soap, this way they decided to educate young people to use it. The company created a technology where colourful print would appear after it is washed with the soap. As a result, Washable Book was created. This campaign was very successful and boosted soap sales for the company by 1,730%.

4. The ad that sends you to sleep

When it comes to innovations in print IKEA is not a stranger. Their goal was to promote the range of beds, and they came up with the idea of creating a print ad that puts readers to sleep. They used several techniques in their ad that helped to nod off. Firstly it’s printed with lavender ink, a scent known to make people feel relaxed and improve sleep quality. Then, by plugging the ad into the USB charger it becomes a white noise speaker, helping to keep the noise down and aiding sleep. Even the visual of the ad was created to relax the reader by drawing them into a circular pattern. More information about IKEA’s campaign. 

5. The print that saves lives

Proving that door drop mail is as effective as any other form of marketing when it comes to public service. Grey Group Poland took a simple piece of paper and turned it into a print ad that reached over 40 million people, potentially saving thousands of lives. Such ad was created to prevent deaths from carbon monoxide poisoning, and it instructed the recipient to hold the page of ad up to the home intake vent. If it stuck to the vent, then the house had a good air circulation. But if it didn’t, it indicated that the vent might be clogged, posing a significant threat of carbon monoxide poisoning. The campaign was so successful that there are plans to roll out to other countries. More information about Grey Group Poland campaign.

If you have in mind another great idea that can help you to increase your sales or, like in these examples, save lives we are always here to help you. Please contact us by e-mail at or give us a call 020 8293 8550 and we will create it together.

August 3, 2015

Report summarises the unique benefit to advertisers of print advertising.

Two sides report summarises the unique benefit to advertisers of print advertising.

While on-screen reading occupies an increasing amount of consumer time, people’s preferences are still for a paper reading which they believe to be a ‘safe’ medium which is more informative, less distracting and less harmful to their eyes.”

With more and more time shifted to the web it is natural that advertising budgets will follow. However, what this report illustrates is the more engaging characteristics of reading physical material – especially where the subject matter is a long article, brochure or specific technical details that require detailed concentration.

These observations plus the deeply competitive nature of online and high capital costs of TV advertising have seen a trend back towards traditional paper advertising as a differentiator. On the back of this trend, Royal Mail have reported increasing amount of business for paper campaigns across multiple campaign types from brochures, mini-catalogues, flyers and discount coupons to support wider cross-channel campaigns.

Understanding your consumers, their purchasing behaviour and purchase journey across multiple channels help you as an advertiser to better understand when you can deploy print targeting to help drive conversions. For example, some of the car manufacturers in the UK are using a combination of marketing automation systems, big data and print to target consumers and book test drives. For example, by monitoring online behaviour, interactions and downloads, consumers further in the sales pipeline will often trigger an event to send print literature, which is more detailed and engaging with specific vehicle details, imagery and other aspirational messaging which is better consumed in print or in consumers hands.

The Two side’s survey illustrates that for all age groups the preference is for paper for understanding, retaining and using information. Advertisers may be particularly interested in the following highlights from the Two side’s survey.

  • 54% pay more attention to advertising when reading magazines in print compared to 19% who pay more attention to advertising when reading magazines online
  • 52% pay more attention to advertising when reading newspapers in print compared to 21% who pay more attention to advertising when reading newspapers online
  • 67% of 18 – 25’s and 65% of 25 -34’s pay more attention to adverts when reading magazines in print, higher than other age groups.
  • 50% of 25 – 34’s and 43% of 35 – 44’s pay more attention to advertising using mail or door drop

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

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