Inkjet & Digital Printing
Interbrands HP Indigo technology drives business growth and enables marketing creativity
Wednesday 04. May 2011 - HP today announced that commercial print service provider (PSP) Interbrand of Bucharest, Romania has grown its business offering with new marketing and photo applications, produced on the companys HP Indigo press 5500.
Founded in 2001, Interbrand quickly established a diverse customer base across Romania and developed a reputation for high-quality print and marketing creativity. Identifying the potential business opportunities achievable with digital printing, the company installed an HP Indigo press 5500 in 2008. Since then, the company successfully expanded its offering to include a range of marketing and photo products that feature variable data printing (VDP).
“As the digital printing industry in Romania is still in its early stages, we saw a gap in the market for personalised applications produced using this technology,” explained Constantin Brasov, managing director, Interbrand. “The HP Indigo press not only enabled us to seamlessly expand our product range to include personalised materials such as direct mail, brochures and photobooks, but it also delivers consistent, high print quality and gives us the flexibility to meet more of our customers requirements than ever before. For example, we can print on substrates up to around 400 microns thick with our Indigo press and the machines wide colour gamut makes it easy to keep stock of the colours that match our clients brands.”
The HP Indigo 5500 combines the look and feel of traditional offset with genuine photo quality. As well as HP ElectroInk liquid ink technology and PANTONE emulation for robust colour management, the HP Indigo white ink option kit enables PSPs to create a number of unique applications by printing on specialised substrates such as transparent, metallic and coloured media.
Interbrand recently utilised this extensive colour range to produce the materials for an innovative marketing campaign for a well-known cosmetic company.
“The company was promoting a range of products in the healthcare market by sending a personalised gift and information pack to doctors on its mailing list. The pack comprised of invitations printed using white ink on metallic paper which featured personalised content and photos and an individual barcode for the recipient to redeem a promotional offer. It also included collateral that could be distributed to the doctors patients, printed on transparent and other special papers and also using white ink. Delivering all of these unique and creative features for the customer, while still maintaining high print quality, would not have been possible without our HP Indigo press 5500,” said Brasov.
To successfully implement such complex personalisation, HP Indigo offers a range of workflow solutions and partner software products that ensure the entire production process for such marketing campaigns is simple and effective.
Brasov continued, “HP advised us on what the best software solution would be for our business needs, and for us, this was DirectSmile Cross Media. It is this kind of initial and ongoing support that we feel makes HP a company more in touch with the market than its competitors, enabling us to maintain a competitive edge by being flexible and forward-thinking with our HP Indigo technology.”