This is an HP Indigo digital print.
Challenge
“ Our biggest challenge was to create 300 individual magazine
covers for each sales associate within just 24 hours of taking the
original photograph.” - Marcelo Defante, executive director, Air
Promo
Showcasing talent – against the clock
Established in 1977, O Boticário is the largest cosmetic
franchise in the world, with over 4,000 stores across Latin
America, Europe and the US. Operating on a franchise model means
relying on sales agents to promote products, therefore, O Boticário
is always keen to praise and reward its leading sales
associates.
Its annual conference is the perfect platform to celebrate O
Boticário’s best and brightest talent. However, it wanted to go
beyond a simple plaque or memento. In collaboration with local
promotional marketing agency, Air Promo, the company decided to do
something truly remarkable: create personalised magazines featuring
the names and faces of the top 300 sales associates for
distribution at the conference. However, there were only 24 hours
to complete this ambitious project as the photos of each associate
would be taken at the conference itself.
Not only did O Boticário want to create individually customised
magazines, it also wanted to use holographical techniques for the
cover to really make it stand out. It urgently needed a print
platform that could provide variable data printing on a wide range
of media. Traditional offset printing could never meet such tight
deadlines and, moreover, would cost a huge amount. That’s when Air
Promo picked up the phone to Hellograf.
Solution
“We printed on a special paper and applied golden holographical
effects for 300 customised covers, which would not have been
feasible without the HP Indigo 7500 Digital Press.” - Marcelo
Defante, executive director, Air Promo
Fast, flexible, personalised prints
Based in Curitiba, Brazil, and founded in 1992, Hellograf is an
award-winning, fast-growing print service provider. It recently
invested in the HP Indigo 7500 Digital Press, the most flexible,
technologically advanced high-volume sheet-fed digital printing
solution on the market. This innovative machine also offers both
variable data printing and the ability to print on hundreds of
different substrates.
“HP technology allows us to print on new materials using
variable data – meaning we can individually produce covers for each
person without the costs associated with offset printing,” explains
Miguel Amaral, digital director, Hellograf. “Whether it is PVC,
Tyvek, plastic film or regular paper, it can handle it all, which
means we can offer stunning effects, such as holographic
lamination, even when printing short runs.”
When the O Boticário convention opened, the chosen delegates,
known as ‘Botistars’, were invited to have their picture taken for
use on the individualised covers. The expectation was the magazines
would be ready for the second day – in reality, that meant a slim
six-hour turnaround for Hellograf.
“The HP Indigo 7500 Digital Press has a very fast, agile
workflow, which helped us take the photographs from the conference,
mount them and print consistent covers for each of the 300
Botistars,” adds Amaral.
“With some hard work, we were able to produce the individual
magazines and have them sent to the conference overnight, ready for
presentation on the second day.”
Results
“The chosen sales associates were amazed by the surprise and
felt like celebrities. We certainly couldn’t have produced the
personalised covers and used the media we wanted without HP.” -
Marcelo Defante, executive director, Air Promo
Award-winning, impactful marketing
The magazines were an instant success – both with the cover
stars and O Boticário executives, who had worried that such a feat
would be impossible to complete in such a limited timeframe.
“It had a tremendous impact and is a real game-changer for us in
terms of leading the market,” continues Amaral. “Not only could we
produce customised covers with special effects, but the speed and
quality of the prints were unsurpassable. What makes it even more
of a triumph is that we had only installed the HP Indigo 7500 one
month previously, which shows how quickly we learned how to get the
most out of the press.”
The quality and fast turnaround explain why this promotional
campaign won the Publishing category at the 2019 Dscoop
Inkspiration Awards. Some 200 entries, from more than 75 HP PSPs
and designers, were submitted to the competition of works produced
on HP Indigo, PageWide Web Press and Scitex print technology. This
vibrant community of HP Graphics print service providers recognised
how Hellograf and Air Promo had pushed the boundaries of what is
possible with digital printing.
“We won because we really showcased the strong points of the HP
Indigo: high speed, high quality variable data printing,” concludes
Amaral.
“Winning such an award so soon after installing the HP Indigo
7500 Digital Press, and with little experience, was a big plus and
opens the door to all kinds of projects, such as glitter calendars,
menus, books and flyers. That’s why we have a 20% growth in revenue
in 2019 based on around 400,000 HP Indigo prints per month.”
© Copyright 2020 HP Development Company, L.P. The information
contained herein is subject to change without notice. The only
warranties for HP products and services are set forth in the
express warranty statements accompanying such products and
services. Nothing herein should be construed as constituting an
additional warranty. HP shall not be liable for technical or
editorial errors or omissions contained herein.
4AA7-6674EEW, January 2020
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