Tangent uses new image tool for complicated Pfizer work
Philip Chadwick, 22/12/2005
Tangent Communications has printed its most complex and personalised digital drive for Pfizer’s Calpol brand.
It is using the latest addition from Direct Smile – Document Solution Tool. This allows variable paragraphs and headings to be incorporated alongside personalised images and text. Tangent linked up with marketing agency TRA and the work was printed on Tangent's HP Indigo 3000s.
"It is the most complex campaign we have put together and is getting right down to mailers truly communicating on a one-to-one basis," said Tangent director Nick Green.
The Calpol push targets new mothers during pregnancy or just after birth. The series of personalised A6 Mini Guides to Parenting contain information on immunisations, coughs, colds, fevers and teething.
Guides are sent out to mothers who register online or by returning a reply-paid card. Once signed up, they receive a series of personalised mailings comprising three new Mini Guides for their collection. Each one contains the child's name and information on the relevant medicine depending on age.
The drive was launched this year and will be rolled out again in 2006. It is anticipated that over the year a total of 120,000 personalised guides will be produced.
"Calpol has been able to develop long-term relationships with many mums and introduce our product messages when they are most relevant," added Calpol group marketing manager Jo Larcombe.
Meanwhile Tangent has also produced a personalised marketing drive targeting Volvo customers. It worked with agency EHS Brann.
The campaign has saved Volvo around 50% in postal costs after Tangent was able to compress around 10 databases and use Mailsort.
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