Blazing a paper trail
SPH launches new technology that opens doors for advertisers. Carlsberg and TNP will use this technology to promote UEFA EURO 2016
One of the limitations of the newspaper printing press is that content is the same for all copies.
But a new technology launched by Singapore Press Holdings Limited (SPH) this morning, called SPH Variable Print, is set to change that.
This one-of-a-kind technology allows multiple versions of an advertisement to appear in different copies of the day's edition.
For example, readers may be able to see one of four different ads depending on the copy they pick up.
And SPH will be the first in South-east Asia to utilise this technology.
Ms Elsie Chua, executive vice-president, head of SPH Marketing Division, said it opens doors for advertisers to deliver multiple messages at one go.
"We are thrilled to be the first in South-east Asia to introduce and offer Variable Print; a state-of-the-art imprinting system," she said.
PERSONAL TOUCH
It fuels marketing communications with a personal touch and hands over the power of one-to-one marketing directly to advertisers, said an SPH marketing spokesman.
The opportunities are endless, especially with the flexibility of personalising messages.
The cutting-edge system is able to accept a wide range of message types ranging from numbers, text, product images, icons, illustrations, barcodes and QR codes.
First to delve down the exciting road with The New Paper is Danish brewer Carlsberg, the official beer of UEFA EURO 2016.
The company, which is known for its portfolio of alcoholic beverages, strategically chose to partner with TNP in an innovative approach to engage readers.
Said Mr Lim Han Ming, TNP's sports editor: "I'm confident the Variable Print partnership with Carlsberg will drive interest for the UEFA EURO 2016 to new heights and open the door for other advertisers to come on board in future."
Ms Jolene Yeo, marketing director of Carlsberg Singapore, said the upcoming competition aims to give a lucky reader a "once-in-lifetime football experience in Lyon, France, where they get to feel what it is like to be a football superstar".
Ms Yeo is hopeful that readers, through this technology, would be hyped up and excited for the UEFA EURO 2016.
She said: "At Carlsberg, doing things better for consumers and fans is at the heart of what we do."
As pioneers standing on the front line of this new advertising strategy, Mr Dominic Nathan, editor of TNP, said he is thrilled.
"We tried the technology in a reader contest earlier this year and were elated to see excited readers matching the different icons to win prizes in our Bingo contest."
He said having this new technology unlocks a bank of creative ideas for advertisers to reach their target market.
"This opens a slew of new opportunities for us to work with advertisers in coming up with more creative ways to reach their audience through our paper."
"This opens a slew of new opportunities for us to work with advertisers in coming up with more creative ways to reach their audience through our paper."
- Mr Dominic Nathan, editor of TNP
PLAY & WIN A EURO TRIP FOR TWO
Here's your chance to play football manager and win a once-in-a-lifetime experience in France.
Carlsberg, the official beer of UEFA EURO 2016, and The New Paper are offering a lucky winner and his or her mate the chance to watch the first semi-final on July 6 in Lyon.
They will also experience life as footballers and rub shoulders with some football legends.
TNP has come up with four versions of what we think are the best 4-4-2 formations at Euro 2016, choosing players from four favourites - France, Spain, Germany and England.
One of the line-ups is the correct answer.
STEPS
1. Look out for the four line-ups in different copies of The New Paper tomorrow. They will be repeated on Sunday and on May 21 and May 22.2. Select what you think is the strongest line-up. You must also tell us who the mate you want to take to France is if you win, and explain why in fewer than 50 words.3. Fill in the contest form, cut it out and mail it to The New Paper, Singapore Press Holdings Limited, 1000, Toa Payoh North, News Centre, Singapore 318994.
Alternatively, you can snap a picture of the completed entry form and e-mail us at tnpcontest@sph.com.sg. Include your full name and contact details.
The closing date is May 27.
The winner, who will be picked by a panel of judges from TNP and Carlsberg, will be notified by the organisers.
Get The New Paper on your phone with the free TNP app. Download from the Apple App Store or Google Play Store now
