Big Picture - October 2017 - 6
Coming Up Roses
Fifteen thousand freeze-dried roses served as the unifying element for this
year's Glam Gardens campaign. During the annual Saks Fifth Avenue
takeover, part of the store's proceeds are donated to the New York Botanical
Garden. To complement the real flowers, print provider Ignition (ignitionnyc.
com) was called on to fabricate more than 550 freestanding floral displays in
the shape of poppies, garden roses, and daisies. Under a three-week timeframe, Ignition output the 5-, 6-, and 7-foot-tall displays via its EFI Vutek
GS3250LX printer onto ½-inch Gatorplast. They were cut on the shop's Zünd
G3 and delivered to 41 stores across 22 states and Canada.
The percentage of marketing leaders who reported their end consumers were very or
extremely sensitive to variations in packaging color and consistency.
Source: Chief Marketing Officer Council's report "The Responsiveness Requirement: How Agile Marketers Act on Consumer Feedback to Drive Growth."