the fedrigoni hotline

Fedrigoni have been at the forefront of the paper making industry since 1818. They create beautiful, versatile papers filled with tactile textures, vivid colours and wonderful techniques and processes. Known for being luxury paper manufacturers with a lot of high-end customers, “it’s a challenge for us to eradicate any misconceptions of luxury paper being unaffordable, especially to printers!” The challenge in this brief was to create a campaign which will ensure that printers across the UK are aware of the broad range of Fedrigoni papers available, suitable for a range of budgets. We need to communicate that we offer varied ranges for publishing and packaging, right through to business stationary, envelopes and self-adhesive papers. The campaign must also be a little tongue in cheek.

To take on this project, I thought the only way I could figure out how to get started was to get some primary research, so I composed an email with questions around: whether printers use Fedrigoni papers and what their reasons were; what they look for when deciding which paper manufacturer to go with for a client; and how would a paper manufacturer grab their attention.
I sent it out to as many different printers in the UK as I could find and surprisingly, I heard back from more than half of them and many with really great, in-depth answers.

The insights from this research pushed me to go in quite a different direction. No longer was it just about the value and variety of papers that Fedrigoni can offer, it became a lot more about the overall services that they can offer: communication, reliability, a strong client-rep relationship and about great paper and what it can do.

Your own personal line to Fedrigoni.

This research is what produced the concept of a limited promotional campaign involving a hotline for Fedrigoni.

A “VIP”, exclusive hotline with a few different numbers and privileges. I wanted to create the sense of importance and care towards the printers from Fedrigoni so they felt understood and well looked after. It also had to be done at the same time as showcasing their papers.

The Fedrigoni Hotline slip sleeve was the first part of the promotional campaign. Each printer would be sent 3x slip sleeves (made out of Fedrigoni paper) that could be placed over their phone, each with a different number attached to it. “VIP Express” for emergency/faster delivery, “Private Portfolio” for exclusive updates on new papers that are soon to be made available and “Connoisseurs Chatline” a number to call when advice is needed for a client.

This exhibited the papers in a stationary context.

The next part developed was how to send the slip sleeves, and further showing off Fedrigoni papers and what they can be used for. Keeping with the overall feel of exclusivity, the packaging had to feel high end and special, with a certain show-off tone of voice and visual language. The slip sleeve would arrive in a phone box, giving the feeling of opening up a new iPhone for the first time. It would be sent in an all black, designer-feel gift bag.

This exhibited the papers in a packaging context.

The hotline package would be supported by a few different elements. From promotional emails sent out to the printers, reminding them of what the promotion offers, and a publication that will be placed in the Hotline gift bag explaining exactly what each number is for and how to use the hotline.

This exhibited the papers in a publication context.

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