Press comes under pressure
Druckereien Walker has launched the "Newsweek" campaign for its new customer Maxiprint and proves with humor: "No one prints faster."
Druckereien Walker has launched the "Newsweek" campaign for its new customer Maxiprint and proves with wit: "No one prints faster." Experts agree that the idea could "revolutionize the printing industry". Ingo Grünig and Marcos Gonzalez's company Maxiprint is the "first Internet print shop in Switzerland" to offer an online store where customers can order all kinds of printed matter "at unbelievably low prices". These are delivered in record time. Maxiprint is still looking for free capacity for printing orders online throughout Switzerland or, depending on the order, also abroad.
"No one prints faster" is therefore the claim that Walker has invented for Maxiprint. This advertising promise will be proven throughout this week with a spectacular "Newsweek" campaign.
"Heathrow open again", blared from countless billboards in Zurich's main station and Stadelhofen S-Bahn station last Monday. The brightly colored poster in the style of a front page of the English tabloid Sun was put up before six in the morning. There was also a poster with the informative headline that Elton John had not sung the song "Candle in the Wind" requested by Prince Harry at the memorial concert for Diana the previous evening in London. The Tages-Anzeiger of the same Monday only said: "Still open at the time of going to press."
The poster medium faster than the daily newspaper? The phones have been ringing off the hook at the Walker agency. What's the idea? How does it work? Who is helping?
"Of course, we don't want to play the press against the wall, after all, we are also looking forward to the help of an editorial team for this campaign," explains Walker. The headlines hung on the wall are simply intended to prove how efficiently Maxiprint can fulfill all customer requests in record time when it comes to printed matter. Walker impressed his new customer at the presentation with a poster that he hung up next to his agency just a few minutes before the client arrived with a headline that was just as "hot off the press".
The logistics for the "Newsweek" campaign have become a little more complex. In order to realize this poster campaign, the Walker agency has been converted into a "newsroom" for an entire week. Just like in a real tabloid newsroom, from 9 p.m. onwards the agency reports are combed through with increasing excitement. Which story will be the big scoop for "Maxiprint Newsweek"?
"Zurich or Cologne?" The black soccer star Tico from Nigeria has signed with two teams. Where will he play? "Can you put a question mark in a headline?" asks Pius Walker. Art director Marianne Friedli comes up with a graphic solution that allows the exception to pass. Her colleague Christian Bachofer is now experimenting with a small football instead of a dot for the question mark. The images for the news posters are supplied by Keystone or by a team led by Robert Bachmann at LZ Medien.
At half past eleven, another phone call to the "external editorial office". The real journalists at the Neue Luzerner Zeitung have not found any more spectacular news. Shortly before midnight, consultant Hans Beer calls the client to get the OK. "Tico with a question mark is being printed," Walker tells the two printers, who are on standby to produce the posters by hand in an edition of 31, just like every evening of this "Newsweek".
The first F200s have already been printed when Tico clears the table at the witching hour. The footballer now definitely wants to come to Zurich. "It was really uplifting to see how much joy the printers took in their job when they changed over again at one o'clock in the morning," enthuses Walker. He is equally enthusiastic about the cooperation with APG. "They were very pleased with the development of the campaign for Amnesty International. This was a great opportunity for this new idea." Marketing Manager Roger Möschler also saw the project as an opportunity to prove how "fast posters can be". Karin Komar ensured that APG's logistics department was able to guarantee that the posters could be put up for Walker, even with the necessary night work. Two billposters were delivered from 3 a.m. onwards, underwent special treatment at the logistics center in Wallisellen and then drove to the train station. During the course of the day, 350000 commuters will be amazed seven times this week: "Maxiprint: no one prints faster."
Andreas Panzeri
No one prints faster: Maxiprint
Already at the age of 16 and 17
Marcos Gonzalez and Ingo Grünig start arranging their first print jobs. The two young entrepreneurs have a large network of contacts, particularly in the fast-moving Swiss music industry, where their idea of equally fast print products meets with great interest.
The idea
"Top quality at an attractive price-performance ratio" thanks to the right juggling of free capacities continues to develop and leads in 1999 to the first Internet printing company in Switzerland: Maxiprint.ch. In 2002, the first direct online ordering of standard products becomes possible.
The IT infrastructure is being massively expanded.
By 2003, 10 people were already working at Maxiprint in Neuhausen am Rheinfall. The product range is constantly being expanded. 2005 Maxiprint relocates to Baar.
LZ Medien Holding participates in
with 35 percent and finally acquires 100 percent in 2006. The idea that Maxiprint searches for the fastest and cheapest available capacities in an ever-expanding network of print shops in Germany and abroad for print jobs placed online could revolutionize the printing industry in a similar way to booking vacations online. (pan)
"No one prints faster" is therefore the claim that Walker has invented for Maxiprint. This advertising promise will be proven throughout this week with a spectacular "Newsweek" campaign.
"Heathrow open again", blared from countless billboards in Zurich's main station and Stadelhofen S-Bahn station last Monday. The brightly colored poster in the style of a front page of the English tabloid Sun was put up before six in the morning. There was also a poster with the informative headline that Elton John had not sung the song "Candle in the Wind" requested by Prince Harry at the memorial concert for Diana the previous evening in London. The Tages-Anzeiger of the same Monday only said: "Still open at the time of going to press."
The poster medium faster than the daily newspaper? The phones have been ringing off the hook at the Walker agency. What's the idea? How does it work? Who is helping?
"Of course, we don't want to play the press against the wall, after all, we are also looking forward to the help of an editorial team for this campaign," explains Walker. The headlines hung on the wall are simply intended to prove how efficiently Maxiprint can fulfill all customer requests in record time when it comes to printed matter. Walker impressed his new customer at the presentation with a poster that he hung up next to his agency just a few minutes before the client arrived with a headline that was just as "hot off the press".
The logistics for the "Newsweek" campaign have become a little more complex. In order to realize this poster campaign, the Walker agency has been converted into a "newsroom" for an entire week. Just like in a real tabloid newsroom, from 9 p.m. onwards the agency reports are combed through with increasing excitement. Which story will be the big scoop for "Maxiprint Newsweek"?
"Zurich or Cologne?" The black soccer star Tico from Nigeria has signed with two teams. Where will he play? "Can you put a question mark in a headline?" asks Pius Walker. Art director Marianne Friedli comes up with a graphic solution that allows the exception to pass. Her colleague Christian Bachofer is now experimenting with a small football instead of a dot for the question mark. The images for the news posters are supplied by Keystone or by a team led by Robert Bachmann at LZ Medien.
At half past eleven, another phone call to the "external editorial office". The real journalists at the Neue Luzerner Zeitung have not found any more spectacular news. Shortly before midnight, consultant Hans Beer calls the client to get the OK. "Tico with a question mark is being printed," Walker tells the two printers, who are on standby to produce the posters by hand in an edition of 31, just like every evening of this "Newsweek".
The first F200s have already been printed when Tico clears the table at the witching hour. The footballer now definitely wants to come to Zurich. "It was really uplifting to see how much joy the printers took in their job when they changed over again at one o'clock in the morning," enthuses Walker. He is equally enthusiastic about the cooperation with APG. "They were very pleased with the development of the campaign for Amnesty International. This was a great opportunity for this new idea." Marketing Manager Roger Möschler also saw the project as an opportunity to prove how "fast posters can be". Karin Komar ensured that APG's logistics department was able to guarantee that the posters could be put up for Walker, even with the necessary night work. Two billposters were delivered from 3 a.m. onwards, underwent special treatment at the logistics center in Wallisellen and then drove to the train station. During the course of the day, 350000 commuters will be amazed seven times this week: "Maxiprint: no one prints faster."
Andreas Panzeri
No one prints faster: Maxiprint
Already at the age of 16 and 17
Marcos Gonzalez and Ingo Grünig start arranging their first print jobs. The two young entrepreneurs have a large network of contacts, particularly in the fast-moving Swiss music industry, where their idea of equally fast print products meets with great interest.
The idea
"Top quality at an attractive price-performance ratio" thanks to the right juggling of free capacities continues to develop and leads in 1999 to the first Internet printing company in Switzerland: Maxiprint.ch. In 2002, the first direct online ordering of standard products becomes possible.
The IT infrastructure is being massively expanded.
By 2003, 10 people were already working at Maxiprint in Neuhausen am Rheinfall. The product range is constantly being expanded. 2005 Maxiprint relocates to Baar.
LZ Medien Holding participates in
with 35 percent and finally acquires 100 percent in 2006. The idea that Maxiprint searches for the fastest and cheapest available capacities in an ever-expanding network of print shops in Germany and abroad for print jobs placed online could revolutionize the printing industry in a similar way to booking vacations online. (pan)
