SPH Variable Print now allows changeable information on the same ad

Singapore Press Holdings (SPH) has launched SPH Variable Print to take personalised marketing to the next level.

This new print technology can have advertisers look forward to more options and interactive opportunities in advertising. This is done through the delivery of multiple messages in the same edition on the same day which is touted to increase flexibility of message personalisation. The new technology will allow changeable information on the same ad without the need to change plate or stop press.

SPH Variable Print fuels marketing communications with a personal touch and puts the power of one-to-one marketing into the hands of advertisers. The cutting-edge technology allows changeable information on the same ad without the need to change plate or stop press.

The system accepts wide range of acceptable message types ranging from numbers, text, featured messages, alphanumeric, product images, icons, illustrations, barcodes and QR codes. Advertisers can expect to creatively present customised messages in either black or red ink for now.

According to Elsie Chua, executive vice-president, head of SPH Marketing Division, the new imprinting system will benefit advertisers and readers as it provides personalisation and targeted messaging.

“Brand owners can now communicate different messages and promotions to consumers on the same day using this newly acquired print technology to drive interaction, create one-to-one engagement and heighten campaign success through appealing tactical mechanics,” Chua said.

One brand which has already started using the new technology is Carlsberg, which partnered with The New Paper (TNP) to engage readers beyond the pitch using Variable Print through in-paper promotions for its UEFA EURO 2016 campaign.

“We believe that the strategic partnership between SPH and Carlsberg is an opportunity for us to engage consumers and bring through our commitment of providing the best experience in everything we do,” Jolene Yeo, marketing director at Carlsberg Singapore said.

The promotional advertisement utilising Variable Print will feature four teams, each made up 10 players from England, France, Germany and Spain for the next two weekends, reaching out to 393,000 TNP readers daily.

“We are proud to be a strategic partner of Carlsberg in driving this innovative print strategy in collaboration with SPH. The smart integration of variable printing to give an additional dimension to the newspapers advertisement will deliver not only better consumer engagement but also measurable success," Chloe Neo, managing director of OMD Singapore, said.