Best use of Print: OTW and Holmen Paper
Brief
Paper aims to inspire and share knowledge about paper and print. By strengthening the image of Holmen Paper as a knowledgeable, innovative and long-term partner, the magazine should contribute to Holmen Paper’s business. The magazine is closely tied to the company’s brand and products, making it relevant for the primary target groups, i.e. paper buyers, production managers at printers, publishers and retailers. The magazine strengthens the relationship with existing customers as well as attracting new ones.
The goals are, among others, to demonstrate the role of paper as a means of communication and the unique possibilities of Holmen’s papers. To strengthen the brand by showing why Holmen Paper is a sustainable partner, and why paper is a crucial component in a sustainable society. Another objective is to increase the target groups’ willingness to interact with Holmen Paper.
Sustainability, especially how the industry can reduce its environmental impact, is an important question for Holmen Paper’s customers. Therefore, we wanted to dispel the myth that digital communication is a more sustainable choice than paper and print media.
We wanted to show that Holmen Paper takes sustainability seriously, that they are a reliable partner for the future, and that they are not only transparent about their climate footprint but also among the best in paper industry.
Solution
We chose to illustrate Holmen Paper’s sustainability work through a climate receipt of the magazine’s carbon offset.
We wanted to illustrate the theme of this issue, “A carbon-wise choice”, in a simple, yet eye-catching way. Something that visually and directly conveys the message that paper is a sustainable option. And that the choice of paper (and printer) can make a difference. We chose a receipt to show that Holmen Paper is transparent about its climate footprint. At the same time, the receipt is a validation of our message, in a symbolic way.
We followed up the cover idea on the first spread, where we explained how we calculated the carbon footprint of our magazine. To put the numbers in a wider context, we compared the footprint of each copy with emissions from a hybrid passenger car, but also with emissions from digital technology. For example, producing one copy of our magazine Paper is equivalent to sending an email with a large attachment or driving a hybrid passenger car for about 300 metres.
We also talked to experts and publishers in the business as well as Holmen’s own experts to get different perspectives on the topic and hear how they are working to reduce their environmental impact – a question that’s increasingly important for Holmen Paper’s customers.
To illustrate the articles, we used graphics in combination with feature photos to avoid the most traditional ways of illustrating sustainability. To engage the readers (not all native English speakers), images and visual elements are both informative and inspirational, but the visuals should also align with the Holmen brand in terms of colour and style.
Images and visual elements are the stars of the magazine, as the product itself is a printed sample of Holmen’s papers TRND and Invercote. The images need to be colourful, bright and high contrast to ensure the best print result. At the same time, we want to challenge what you can do with the paper by choosing darker images (with lots of black and blue), to show what a good printing result you can get with an uncoated paper.
Results
The magazine has been acknowledged by industry organizations such as Two Sides. Holmen Paper’s customers have asked for extra copies to share with colleagues and their customers, Holmen Paper’s sales force see the magazine as a door opener in discussions with paper buyers. According to Holmen Paper, “this issue is a powerful tool to spread the knowledge that paper and print is a both efficient and environmentally-friendly communications channel.”
Also, the magazine has been noticed and praised by the communication industry, as an inspiration but also as a good example of how to approach the sustainability question of paper and print.
That the magazine is effective, is also supported by reader surveys. Some results from the latest survey:
• 93.5% read part of, or most of, the magazine
• 62% of the respondents shared or discussed something they read in the magazine
• The overall impression is 4.3 (of 5)
• Provides me with knowledge about paper and print: 4.09
• Provides me with knowledge about Holmen Paper and the business: 4.24
• An interesting magazine: 4.27
• Inspires the use of printed communication: 4.42
• A good example of what can be achieved by print on Holmen’s papers: 4.5