3D posters
Beat Holenstein, APG, Head of Zurich Branch/Key Account Management, on special requests for poster displays.
Beat Holenstein, APG, Head of Zurich Branch Office/Key Account Management, on special requests for poster displays.WW Are campaigns such as sticking jeans to posters or playing music from posters on the increase?Beat Holenstein We are indeed seeing an increase in such requests.
What successful examples are you aware of?
Igora - "mirror posters" for aluminum recycling ("This is what world champions look like"); Swiss Post - "ear posters" (youth account - account open/sound in); Widder sports fun ("pot-bellied poster"); NZZ subscription sales (dispenser for subscription orders on posters); introduction of L+M (cigarettes) using three-dimensional hemispheres and transparent posters; ZKB account openings (form stuck on posters to take away).
Are there also problematic wishes?
It always becomes problematic when safety is called into question, for example if there is a risk of injury due to protruding elements, risk of accidents due to parts being torn off, etc. The feasibility must also be checked for every request (weight problems, handling by displayers). There are also certain legal requirements that must be complied with.
What do you think of the effect of such enriched posters?
In principle, such specially produced posters, which are not usually produced or displayed in large quantities, only make sense if they are integrated into a "normal" campaign and contribute selectively to the overall effect.
Has APG already had to reject an idea?
APG is receptive to witty and creative ideas. On the other hand, the client is often surprised by the additional costs, which are mainly incurred in production, and ultimately foregoes them - also in order to invest the financial resources in the media performance of the basic campaign.
What about the costs?
The costs are generally calculated on a time and material basis. The largest cost block is production, and APG charges additional costs in the area of logistics (personnel expenses, etc.).
Interview: Andreas Panzeri
What successful examples are you aware of?
Igora - "mirror posters" for aluminum recycling ("This is what world champions look like"); Swiss Post - "ear posters" (youth account - account open/sound in); Widder sports fun ("pot-bellied poster"); NZZ subscription sales (dispenser for subscription orders on posters); introduction of L+M (cigarettes) using three-dimensional hemispheres and transparent posters; ZKB account openings (form stuck on posters to take away).
Are there also problematic wishes?
It always becomes problematic when safety is called into question, for example if there is a risk of injury due to protruding elements, risk of accidents due to parts being torn off, etc. The feasibility must also be checked for every request (weight problems, handling by displayers). There are also certain legal requirements that must be complied with.
What do you think of the effect of such enriched posters?
In principle, such specially produced posters, which are not usually produced or displayed in large quantities, only make sense if they are integrated into a "normal" campaign and contribute selectively to the overall effect.
Has APG already had to reject an idea?
APG is receptive to witty and creative ideas. On the other hand, the client is often surprised by the additional costs, which are mainly incurred in production, and ultimately foregoes them - also in order to invest the financial resources in the media performance of the basic campaign.
What about the costs?
The costs are generally calculated on a time and material basis. The largest cost block is production, and APG charges additional costs in the area of logistics (personnel expenses, etc.).
Interview: Andreas Panzeri
