Cyclus 2014 Campaign Review
Arjowiggins Graphic is a leader in the development of innovative environmental paper solutions and the world’s leading manufacturer of creative high-tech materials and papers. The company focuses on the development of recycled papers using technological innovation and a pioneering network of manufacturing plants, to bring environmental paper solutions to printers, designers and corporates worldwide.
In June 2014, Arjowiggins Graphic revealed a new look and feel for its leading Cyclus paper range, as well as a brand new Cyclus logo. The global campaign aimed to communicate the paper’s new image and emphasise the modernity and relevance of the Cyclus brand. Furthermore the campaign wanted to sustain the brand’s environmental and ethical messages, and raise awareness of Arjowiggins Graphic’s partner charity, SOS Children’s Villages France.
SOS Children’s Villages is an independent private development organisation, which offers support to children in need. Through a network of over 500 villages it provides family-based care to orphans or children in 133 countries with a safe, loving home, health, and education.
Focusing on both the brand’s message and the charitable aspect of the campaign Arjowiggins Graphic partnered in the UK with Antalis, a distributor of the Cyclus range and one of the leading distributors of communication support materials in the UK and Ireland. The campaign’s underpinning narrative was childhood and the communication tools of the campaign invited the audience to reflect on their own childhood and engage with this theme through an origami fortune teller.
Along with 56,950 mailers, which included the fortune teller, the campaign communicated its messages through a new swatch brochure, notebooks, web banners, adverts and a dedicated website; the notebooks were particularly important to both aspects of the campaign. For each customer who ordered a free Cyclus notebook Arjowiggins Graphic gifted one child from Vontovorona SOS Children’s Villages their school fees for one complete academic year. This mechanism enabled the company to send samples of Cyclus paper to their target audience whilst supporting the charitable message.
The Cyclus campaign lasted for nine weeks from the 2nd June until the end of July. This was a global campaign that reached 36 countries and utilised 12 different languages including Spanish, French, English, Swedish and German. The campaign’s underpinning narrative of childhood was a universal theme that appealed to the international market and generated interest worldwide. Throughout, the campaign targeted a diverse audience, from corporate end-users and print managers to agencies and printers across the globe; reaching a range of individuals and organisations who were each eager to engage with both the Cyclus brand and the campaign’s charitable messages.
The campaign was a great success hitting all targets and funding the education of 500 children in Madagascar, making a real difference to these children. The co-ordinator for communication and sponsorship of SOS Children’s Villages Madagascar, Faneva Rharimanantsoa, commented: “Thanks to the Cyclus campaign, 500 children can now go to school and receive a vital and necessary education. On behalf of those children and SOS Children’s Villages we want to thank Arjowiggins Graphic and their customers for their continued support.”
Further to the charitable success of the campaign, the updated Cyclus brand message reached a significant audience:
- 173, 939 contacts were made through 56,950 mailers and 116,989 emails
- 6,114 customers visited the website
- 63% of the website users, a total of 3,874 customers, requested a notepad, sample pack or meeting.
Angela De Vorchik, Operational Marketing Manager at Arjowiggins Graphic comments:
"Taking inspiration from a declaration made by Nelson Mandela who once said, ‘Education is the most powerful weapon which you can use to change the world’, we wanted to create a mailer campaign that could support a child’s education in a really simple way. We are therefore thrilled to have raised the funds for these 500 children in the SOS village of Vontovorona. Not only has the campaign increased customer interaction with the Cyclus brand but we have increased awareness of this great charity, whose close partnership with us is core to our business philosophy.”
Following the great success of the Cyclus campaign, Arjowiggins Graphic have committed to continue their partnership with SOS Children’s Villages France. Arjowiggins Graphic is working with SOS Children's Villages to launch a new campaign in April to help extend preschool access in Madagascar. The aim is to provide education for a complete school year to the 720 children of the four SOS Children’s Village preschools in Madagascar.