Direct Marketing: B-to-B Loyalty

Appleton Papers Loyalty and Promotion

Taking advantage of a classic

OVERVIEW: Within a fast declining market, Appleton papers wanted to maintain NCR Paper's high market share against cheaper imported brands. BI developed the Appleton Advantage loyalty program targeted at printers who purchase mid-to-large quantities.

CREATIVE OBJECTIVE: Generate awareness, enrollment and activity for Appleton Advantage.

SOLUTION: The creative prominently feature the rewards that immediately showcase value. The program folder uses another Appleton paper product (the paper itself features a metallic coating on one side) with an emboss of the program logo. Lifestyle imagery featuring products and travel rewards show through a die-cut creating an engaging piece.

To celebrate the 50th anniversary of NCR Paper, BI developed a promotion targeted at all users. The big idea was that in each product box, a scratch-off ticket was included so if the user scratched off the same icons, they could win a 1954 Corvette. Since every ticket was potentially a winner, any additional winners would have received a brand new Corvette. The creative borrows allot of visual equity from designs from the early 50's (especially in the use of the classic "travel" postcard typography).