Here’s something else you can’t do with digital… a print ad that puppies can pee on was among winners in NZME’s Imprint campaign for agencies.

Senior marketing manager Kat Blackburn tells the story in an INMA Ideas blog.

For the second year, the Auckland-headquartered publisher tasked agencies with taking the ‘me’ out of ‘media’, to think more innovatively about print to drive consideration and revenue, and to produce results effective in the goal of keeping print media placements in line with audience consumption.

“Print is physical, certain, and focussed – qualities that distinguish it from today’s fast-moving media landscape,” she says.

“In a media landscape dominated by digital, it’s easy for the tactile experience of print to get lost in the noise. We believe the story of print is far from over – and that a little friendly competition would remind agencies and creatives alike of its full potential.

“Audience behaviour is continually shifting. However, advertiser perception is shifting faster than audiences. It wasn’t that print was ineffective; it was that it had become overlooked. We knew we had to change minds, so we tasked agencies – those in the ear of the biggest brands across Aotearoa – to challenge how effectively they could use the channel.”

Blackburn says goals were set to increase engagement, generate more revenue and a greater ROI, deliver more eye-catching creative, and offer an even more enticing prize: a trip to Advertising Week New York, this year adding a special visit to the New York Times for the winning print ad.

“Timing was everything,” she says. “We launched two targeted bursts during key agency planning periods, ensuring our message landed when crucial decisions were being made. Our omnichannel strategy was complemented by a compelling sales roadshow, where NZME’s agency team showcased success stories, case studies, and previous finalists to bring the magic of print to life for the agencies and encourage entries.

“A tangible, broadsheet-sized ‘newspaper’ showcased all of this on beautiful, thick stock, bringing the print experience to life.”

Clear winner of this year’s Imprint initiative was FCB’s News-Pee-paper campaign for Purina. “It combined visual storytelling with a surprising and innovative twist: the ad used pheromone-infused ink designed to help with puppy toilet training,” says Blackburn.

“The compelling ad served a unique purpose by offering readers an opportunity to interact with the medium. It offered value, utility, and novelty, all wrapped in newsprint – a clever concept that no other media could deliver, reinforcing the necessity of print.”

It was summed up perfectly by one of the industry expert judges – ‘The puppy ad is the one I’ll remember tomorrow.’

Says Blackburn, “This kind of creative risk-taking and reimagining of the medium is exactly what Imprint was built to encourage. It’s about stepping out of default modes of thinking and reconsidering how channels like print can deliver results in unexpected ways.”

The initiative itself delivered impressive stats, with a year-on-year increase across key metrics proof that the purpose was being served. The number of entries increased by 25 per cent, revenue generated increased by 189 per cent, and ROI increased from 45 per cent to 466 per cent, all thanks to clearer communication and a more effective engagement strategy.

“It is safe to say that print is back,” says Blackburn, “or did it ever leave?

“The competition challenged agencies to stretch their creativity to the limits of what was thought possible, delivering results that are agreed to be more engaging and efficient than last year’s.”

There’s something incredibly special about being able to physically touch your creative output after all the work that went into it, and Blackburn says NZME is proud to be part of bringing that feeling back for advertisers through Imprint.

As judges Brad Collett of Federation, said: “I’m a huge fan of print ads, inky little masterpieces, being able to pick up and hold your creative baby in your arms is an amazing feeling. And I’m excited that print advertising has undergone significant changes over the years; adapting to shifts in technology, consumer behaviour, and cultural trends is the rebirth of print advertising.”