Would you rather your deepest, darkest secret be broadcast in a radio ad break, included in a digital advertisement, run on an OOH rotation, or be printed on the front page of the newspaper?

It’s no surprise that I’ve never had someone answer the latter.

Print is physical, certain, and focused — qualities that distinguish it from today’s fast-moving media landscape. Continuing last year’s momentum into its second iteration of the Imprint campaign, New Zealand Media and Entertainment tasked agencies to take 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.

Going high-touch, not high-tech

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.

Reviving the initiative for a second year, we had to ensure sustained success. We set goals 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. 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.

A clear winner

The 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.

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.

Summed up perfectly by one of our industry expert judges: “The puppy ad is the one I’ll remember tomorrow.”

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.

Increased interest

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

It is safe to say that print is back, 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 NZME is proud to be part of bringing that feeling back for advertisers through Imprint.

As one of our 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.”

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