Welcome to the Cartamundi ideas store.

11
ENGLISH
Cartazine
Welcome to the Cartamundi ideas store.
B
usa
The world of Cartamundi.
BR
2
S
gb
N
usa
HBO/Deadwood
NL
BR
Editora Online, Fox Film
sk
H
usa
gb
Ben & Jerry’s Homemade Ltd.,
Budweiser
s
Sibylla
E
N
Sony Ericsson
f
B
Dr. Oetker, Jacques, Chiquita
ch
nl
Link Marketing & Communicatie
h
Kraft Foods Hungary, Pannontej
d
sK
Schweppes
E
Mercedes Sprinter
f
Calvados Père Magloire, Kellogg’s
ch
Nestlé, TCS
d
Deutsche Flugsicherung,
Ruf Lebensmittelwerk KG, Vileda
3
C o nce p t
Cards
Ideas mix:
heat- or cold-sensitive cards + interactive message
4
First you see it one way, then
you see it another way. Just
then you couldn’t see any
text, now suddenly, words
appear before your very eyes.
Wasn’t the picture in black
and white? Now it’s in colour.
Things are not always what
they seem with Cartamundi
temperature-sensitive cards.
Touch these heat-sensitive cards
with your fingers to change the
colours – or even to make
clothes disappear! The chillsensitive cards look no different
from good old ordinary playing
cards, until you put them in the
freezer. When you do that, a
message will appear that you
couldn’t see before. It’s a great
gimmick for a memorable
promotion or launching a new
product.
How do you
keep consumers
hot and cold
at the same time?
5
If you really want to stand out
from the crowd, Cartamundi
Concept Cards are a fantastic
way to do it! These cards with
their special properties are
frequently used, shown and
swapped (and whoever has
these cards in their hand, will
always enjoy looking at them
too). It’s the perfect way to get
your Brand noticed or your
sales message to spread like
wildfire!
Germany
How do you come up
with an attractive
alternative for boring
old information sheets?
Having fun while you learn is something that doesn’t just work for children.
Deutsche Flugsicherung also find it
works wonders for air traffic controllers
too. Instead of producing boring old
information sheets about aircraft types,
Deutsche Flugsicherung had 4 different
sets of cards created, each featuring
35 cards. That’s a total of 140 planes
and helicopters (from the tiny Cessna
172 to the C-130 Hercules, and from
the F-16 Fighting Falcon to the
Tupolev 154). The sets of cards also
make excellent marketing tools. How
long is a Boeing 747-200? What is the
MTOW (maximum take-off weight)
for the Fokker 50? And what’s the
wingspan of an Airbus A-330-200?
Anyone who has these informationpacked cards in their pocket can find
the information in the blink of an eye.
Customer:
Deutsche
Flugsicherung
Distribution:
training tool +
internal marketing
Period: spring 2006
Print run: 2,000 sets
tec Tru Ideas
hn m m
ica p c ix:
l in ard
for s +
ma
tio
n
6
Br a zil
How do you
encourage new readers
to keep buying your
magazine over 4 issues?
To keep their rebellious readers
“faithful puppy-dogs” from the beginning, the publishers of “Rebelde
Magazine” came up with a clever trick
for the launch of their publication in
Brazil. They turned the first 4 issues
into special editions by giving away
part of a set of cards with each magazine. Each card featured the photo of a
local pop star. Those that bought the
first four consecutive issues were able
to complete the set of cards (including
a box to keep them in). The
end result? During the promotional
period, the magazine became almost as
popular as the teen idols on the cards.
Ideas mix:
bridge cards
+ famous faces
Customer:
Editora Online
Distribution: free
flowpack with Rebelde
magazine, in Newsagents
in Brazil
Period: September 2006
Print run:
60,000 flowpacks
7
8
Germany
How do you
score with
the kids in your
target audience?
To coincide with the 2006 football
World Cup, Ruf Lebensmittelwerk
KG carried out a very unique and
interesting campaign which resulted
in making muffins a popular dessert
in Germany. When mums of young
football fans bought a baking mix
for chocolate or lemon muffins,
they received a free face paint card
featuring the national team’s
colours. Every detail was catered for!
(even the baking trays were given
a football look). Thus all the
ingredients were in place for a
perfect kids’ football party! Anyone
looking for a sales promotion
campaign in relation to the
upcoming European football
championships need look no further.
Customer:
Ruf Lebensmittelwerk KG
Distribution: free flowpack
with each purchase of
a baking mix for muffins
Period: March - June 2006
Print run: 242,000 flowpacks
Ide
face as mix:
+ footbpaint cards
all mad
ness
9
Net herlands
How do you
give your autumn
sales figures a
healthy boost?
Link Marketing & Communicatie in
the Netherlands used The Santa Claus
Club (a television series for children) to
promote a large number of specialty
pet stores. The Santa Claus Club is a
TV series broadcast on Jetix in the
period leading up to the arrival of the
holy man. With every purchase, customers received a gift flowpack featuring
4 attractive “Happy Families” cards.
And for an additional 25 Euro’s spent,
another 4 cards could be collected.
In total, six flowpacks were needed to
complete game. The cards were collected
with great enthusiasm and swapped by
the good Dutch children.
When playing the game, cards are
“taken” by one player from another by
answering the question on the card
correctly. “How come Santa Claus
always knows what presents all children
want to receive?” We’ve no idea – but
what we do know is that the specialist
pet stores in the Netherlands did some
great business during the campaign.
Ideas mix:
Happy Famili
es
game +
Santa Claus
Customer:
Link Marketing &
Communicatie
Distribution:
free flowpacks with
purchases in around
180 specialty pet stores
Period: end October November 2006
Print run: 515,000
flowpacks
10
Un ite d K in gdo m
How do you get
ice-cream lovers to
buy an extra scoop?
Enjoying a Ben & Jerry’s ice-cream is a
celebration in itself. And when you
receive a gift set of cards with every
3-scoop portion you buy, it’s almost
too good to be true. And yet that’s
exactly what 130,000 ice-cream lovers
in a variety of European countries had
the good fortune to do. And,
of course, these great-looking cards
also featured Ben & Jerry’s famous
“black & white” cow. A promotional
campaign to make anyone melt!
Customer:
Ben & Jerry’s
Homemade Ltd.
Distribution: free set of
cards with each purchase
of 3 scoops of ice-cream
in a Ben & Jerry’s
ice-cream salon
Period: 2007
Print run: 130,000 sets
Ide
br as mix
+ braidge card:
nd m s
ascot
11
Belgium
How do you
increase sales of
your product?
In Belgium, Dr. Oetker still has great
authority in the kitchen. Nonetheless,
that is no reason to rest on your
laurels. Infact, quite the opposite!
In the summer of 2006, the brand ran
a major promotion whereby a bonus
“Saroma Card Set” was offered with
packs of 5 Saroma puddings. There are
three complementary versions of the
cards to collect.
Customer:
Dr. Oetker
Distribution: free set of
cards with the purchase
of a multipack of
5 Saroma puddings
Period: June 2006
Print run: 60,000 sets
x:
s mi ame
a
e
d
I ma g hase
c
Saroeat purised
p stom
e
r
+ cu ging
+ acka
p
12
Fr a n ce
How do you
surprise both regular and new users
of your product?
People who love calvados know that it
makes the perfect after-dinner drink
after a big meal. But Père Magloire
believes there is a lot more to this delicious drink. This is because calvados is
also ideal for mixing a number of
delightful cocktails. The set of playing
cards features a number of simple but
very special cocktail recipes (such as
the Normand, the Cocktail des Iles, the
Apple Snake and the Saint Julien).
Ideas mix
bridge card:
+ cocktail re s
+ bottle hancipes
ger
Customer:
Calvados
Père Magloire
Period: second
quarter 2007
13
Swit zerland
How do you
double sales
of your product?
In the spring of 2006, the Swiss
company Adcom Motion ran a
promotional campaign for Incarom
instant coffee (one of the many Nestlé
brands). Buying two 275 g packs gave
shoppers a set of Jass cards as a gift.
Jass is one of the most popular card
games in Switzerland. It features two
sets of cards, a chalk marker, a sponge
and a chalk board. We suspect that the
number of coffee breaks taken in
Switzerland rose sharply as a result.
Customer:
Adcom Motion
for Nestlé
Distribution: free set of
cards with each purchase
of 2 packs of Incarom
Classic instant coffee
Period: spring 2006
Print run: 160,000 sets
Ideas mix:
playing cards n
+ personalisatio
14
Hun ga r y
How do you
give the launch
of your brand
added glitter?
In February 2007, Côte d’Or chocolate
was launched in Hungary. To give this
event the attention it deserved, Kraft
Foods sent out hostesses into supermarkets. Each time shoppers bought
Côte d’Or Sensations, they were given
a gift of two sets of bridge cards. The
cards themselves were packed like
chocolate in an attractive luxury box.
The Hungarians have had a yearning
for Belgian chocolate ever since.
Customer:
Kraft Foods
Hungary
b Idea
luxuridge cas mix:
ry p rds +
acka
ging
Distribution: luxury pack
with two sets of cards free
with every purchase of
Côte d’Or Sensations
Period: February 2007
Print run: 7,000 sets
15
16
France
How do you
make consumers
want to try your
entire range?
Anyone who thinks Kellogg’s,
automatically thinks cornflakes.
But the brand has much more to
offer. Kellogg’s acquired a bunch
of proud Gauls to boost awareness
of their product range. Shoppers
buying a pack of Smacks, Honey
Pops, Coco Pops, Chocos or
Frosties received a set of 30 cards
as a gift. So breakfast cereal fans
were able to collect 5 different sets.
Just the thing for hours of fun with
Asterix, Obelix, Panoramix and,
of course, Dogmatix. The result
on sales figures was like drinking
the magic potion!
Customer: Kellogg’s
® 2006 Les éditions Albert René / Goscinny-Uderzo
Distribution: flowpack with a free
full set of Asterix playing cards
in a box of cornflakes
Period: autumn 2006
Print run: 9.2 million flowpacks
in France and Belgium
x: ce
mi licen
s
a +
Ide mes
a
g
d
car
17
Belgium
How do you
run a promotion
based on the shape
of your logo?
Since the successful marriage between
Princess Callebaut and the Knight Sir
Jacques, the revamped Jacques chocolate
brand continued its rise. During the
summer of 2006, the brand re-designed
its coat of arms so that it could release
a “Bridge” game in the shape of a
shield. This shield is inextricably linked
with the knight, which has been the
face of the brand for over a hundred
years. This great set of cards was given
away as a gift with every purchase of
“two” products from the range.
Customer:
Stratégie advertising
agency for Jacques
Distribution: free set
with the purchase of
two packs of chocolate
Period: June 2006
Print run: 1,000 sets
Idea
bridges mix:
+ logo cards
shape
18
Slova k ia
How do you get
consumers to try
out the versatility
of your product?
During the second period of 2006,
Schweppes dispatched promotional
teams to supermarkets in Slovakia; this
was to give shoppers (buying
Schweppes products), a set of bridge
cards as a gift. This refreshing deck of
cards included a series of irresistible
cocktail recipes based on the worldfamous tonic and other Schweppes
drinks. Since then, every Slovakian
knows how to make a Magic Spirit,
Bitter Blue, High Ball or Moscow
Nude! After the success in Slovakia,
the campaign was also introduced into
the Czech Republic in 2007.
Ide
b as mi
+ cocridge cardx:
ktail
s
recip
es
Customer:
Schweppes
Distribution: free set with
purchase of Schweppes
in supermarkets
Period: second half
of 2006
Print run: 30,000 sets
19
Belgium
How do you
combine your
promotion with an
awareness campaign?
Chiquita always positions itself as a
company that puts respect for people
and the environment first. By using
the friendly frog logo (of the
Rainforest Alliance), on its
world-famous bananas, Chiquita
positioned itself as a company in
favour of protecting the rainforest.
As part of this awareness campaign,
The Young Ones agency in Belgium
created a campaign aimed at young
people. With each bunch of bananas
bought, they received a face paint card
with a cheerful gift message: “If you
want to be a happy frog too, wet your
brush, dab it on the coloured areas
and slap on the face paint!” The face
paint cards were printed in an
extra-large format: 100 x 150 mm.
Customer:
The Young Ones
for Chiquita
Distribution: free face
paint card with the
purchase of a bunch
of bananas
Period: October 2006
Print run: 800,000
flowpacks
:
Ideas mix
e paint
c
fa
e
g
r
la
mascot
cards +
20
Nordic
How do you make
the new James
Bond film popular?
Casino Royale ® 2006, Danjaq, LLC and United Artists Corporation. Casino Royale is a trademark of Danjaq, LLC. - James Bond materials ® 1962-2006 Danjaq, LLC and United Artists Corporation. All rights reserved.
007 TM and related James Bond Trademarks are trademarks of Danjaq, LLC licensed by EON Productions Limited. - (2006) ® EON Productions Ltd. and Danjaq, LLC. All rights reserved.
James Bond has taken the whole world
by storm. For the launch of Casino
Royale in Scandinavia, Sony Ericsson,
the makers of Mister Bonds mobile
phones, issued a deck of poker cards
featuring photos of the characters
from the film, such as the irresistible
Vesper Lynd and, “007” himself.
The cards were distributed in phone
shops, with no obligation to purchase.
The deck also contained a coded card
from which 007 Wallpapers,
Screensavers and Ringtones can be
downloaded via WAP.
:
Ideas mrix
+
s
d
a
c
poker ode card
007 + c
Customer:
Sony Ericsson
Distribution: give-away
in phone shops
Period: December 2006
Print run: 80,000 sets
21
22
Swit zerland
How do you
teach kids about
safety in traffic
in a fun way?
What you learn when you are
young, stays with you all your life!
This is the opinion of traffic
instructors in the Swiss police.
Which is why, in conjunction with
the TCS Touring Club, they handed
out a trio of card games to
pre-school and first-year children.
A simple but extremely effective
way of teaching children good
habits from an early age. They were
able to learn in a fun way to stop,
look and listen, before crossing the
street. Other topics also covered
included the footpath, traffic lights,
protective clothing for cyclists,
respecting other road-users and
keeping a look out for danger.
ix: es
s mamili es
a
e
Id py F c rul
p fi
Ha traf
+
Customer: TCS
Distribution: the sets of cards were
handed out by traffic instructors to
pre-school and first-year children
Period: 2007
Print run: 2 x 20,000 sets
(French and German version)
23
Sweden
How do you get kids
to convince parents
about your product?
To promote kid’s meals “the Fun Box”;
the Swedish fast-food chain company,
Sibylla, came up with a highly original
game: Spanarna. It’s a card game that
is ideal for giving children something
to do on long car journeys. The
principle is simple, kids take one card
each and the first player to see what’s
on their card during the journey scores
a point. Who will be the first to see a
white car? A tractor? A church? An
elk? Hours of fun and games for
everyone! In addition to the Spanarna
game, there was also a Dominoes &
Memory game, which could also be
played as a Black Peter game (this
involved finding funny hamburger
figures).
Customer: Sibylla
Distribution: give-away
with kids’ meals in the
Swedish fast-food chain
Sibylla
Period:
second half of 2006
Print run:
3 x 10,000 sets
Ideas mix:me
p
S anarna+gamemo
+ domino Peter
& Black sation
+ personali
24
Un ite d K in gdo m
How do you
make beer-drinkers
even happier?
There are going to be many
more Budweisers finding their way
over the bar in British pubs thanks
to Anheuser Busch’s latest in-pub
promotion (a free scratch card
with every Budweiser ordered).
Prizes include T-shirts, a key-ring
and a deck of “Bridge” sized Playing
Cards. “The next round is on me!”
Ideas mix
bridge card:s
+ personalisat
ion
Customer:
Wilmot Budgen Ltd.
for Budweiser
Distribution: premium
with the purchase of a
Budweiser in a pub
Period: 2007
Print run: 31,500 sets
25
Spain
How do you show
potential buyers all
of the features of
your latest vehicle?
The Mercedes Sprinter has so many
features. To communicate them all
in a powerful way, Erarco Marketing
Solutions created a deck of Poker sized
cards with a picture and description of
selected key features.
When this vehicle was launched in
Spain, potential buyers received these
cards along with a brochure.
Customer: Erarco
Marketing Solutions
for Mercedes
Sprinter
Distribution: distributed
by 100 Mercedes-Benz
dealerships
Period: June 2006
Print run: 50,000 sets
Ideas mix:
poker cards +
product photos
26
Ge rm a n y
How do you
achieve total
immersion for a
sponge in the
automotive world?
“A clean windscreen means greater
safety!” says Vileda. But how do you
create interest with motoring enthusiasts
for a car window sponge? Vileda
found a clever way of reaching this
target audience by gaining the attention
of children sitting in the back of the
car. When German motorists bought a
Vileda car window sponge, they
received one of three great sets of cards
as a gift. Each set was based upon the
following categories: luxury cars,
cabriolets and Dakar rally cars.
“Dad - where’s the sponge?”
Customer:
Vileda
Distribution: one free
flowpack with the purchase
of a Vileda sponge
Period: 2006
Print run:
210,000 flowpacks
(70,000 x 3 variants)
Ideas m
Happy Famixil:
+ facts about ies
cars
27
28
Brazil
How do you give
additional status
to sales of a special
collection?
In 2006, Fox Film launched a
complete collection of Western
films on DVD, featuring The
Magnificent Seven, For a Few
Dollars More, The Good, the Bad
and the Ugly to name but a few.
To give the DVD set further
impact, Fox gave buyers a luxury
Poker Game Box (complete with
two decks of cards, poker dice and
poker chips). The fact that this
campaign was a certain bet can be
seen from the sales results: the
Western Collection galloped out
of the stores!
Customer: Fox Film
Distribution: give-away with the
purchase of a complete Western DVD
collection in major bookstores
Period: 2006
Print run: 2,000 sets
Ideas mix:
poker set +
personalisation
29
Unit ed St at es
How do you
tempt new pay-TV
subscribers?
To encourage new subscribers to sign
up for pay-TV, America’s HBO led
with the popular Deadwood western
series. Each new subscriber received
a handsome set of cards as a gift,
featuring pictures from the series.
A simple idea that has obviously
generated good results, because the
campaign has been repeated every
year since 2004!
Customer:
HBO/Deadwood
Distribution: free set for
every new subscriber
to HBO pay-TV
Period: since 2004
Print run: 162,500 sets
Ideas
bridge cmix:
+ TV heards
roes
30
Hun ga r y
How do you give
your customers
the feeling they’re
really smart?
IQ games, IQ quizzes, IQ contests,
etc. – people just can’t resist testing
how bright they really are! Especially
when they can show that they are
smarter than anyone else. Which was
the clever card played by Pannontej,
Hungary’s biggest producer of cheese!
By adding an IQ card in every pack.
The series was pretty much endless
(rebuses, adding up games, riddles,
mini-puzzles and more). The effect on
sales was just as bright, too!
Customer:
Pannontej
Distribution: one free
card per pack
Period:
October/November
2006 - 2007
Print run:
6 million cards
ix:
Ideas m
little
h
t
i
w
s
card games
IQ lisation
na
+ perso
31
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Applica
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Visbeekstraat 22 - 2300 Turnhout - Belgium
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info@cartamundi.com
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Wholesalers: tel. + 31 (0) 20 615 95 36
info.nederland@cartamundi.com
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Edificio Trade - 08028 Barcelona - Spain
tel. +34 93 492 34 36 - fax +34 93 492 34 37
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Les Mercuriales
40 avenue Jean Jaurès - 93176 Bagnolet Cedex - France
tel. + 33 (0) 1 55 82 19 20 - fax + 33 (0) 1 43 63 92 47
info.france@cartamundi.com
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tel. + 65 6 227 32 92 - fax + 65 6 234 27 06
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tel. + 46 (0) 8 514 436 40 - fax + 46 (0) 8 511 755 70
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