BCN has been awarded the Innovation Prize of the German Printing Industry for the second time in a row

For the second time in a row the Production Management department of Burda Community Network (BCN) has been awarded the Innovation Prize of the German Printing Industry. For the second time in a row the prize has been awarded for an ad special designed for our customer Bulgari. Last year the team of Wolfgang Dufner scored in the category “Consumer magazines, special interest magazines and newspapers” with the design of a lenticular cover for ELLE Magazine: the image cover changed according to tilt direction – it showed either the ad of our customer or the classic ELLE cover image.
 
 

Gallery

Gitbox for Bulgari

The challenge was to come up with a special and extraordinary setting for the „Jasmin noir“ perfume of the Italian luxury brand Bulgari. For this purpose the production management team wrapped the magazine into a 350 g/m² paperboard with a chromium sulphate coating. The wrapping was half tilted on the front cover and decorated with an organza ribbon - so that it was almost a perfect replica of the new Bulgari perfume box. It was an extraordinary and very impressive presentation which had been the outcome of a complex and elaborate production process.
 
The effort was worthwhile. It secured the first prize for Burda, who had been thus placed before Gruner & Jahr publishing (in the competition with the consumer magazine Stern and the corporate publication Deutsche Bahn). A recent study of Media Market Insights shows that ad specials pay off even if the production costs are higher than usual. It confirms that the original and extraordinary formats of print advertising have a high advertising recall effect and a strong impact in terms of image branding on consumers. This renewed distinction is for Burda a top reference and a perfect argument in persuading the customers of the powerful effect of print advertising.
 
“The fact that the production management team was awarded the Innovation Prize of the German Printing Industry for the second time in a row shows that we cooperated very successfully, innovatively and creatively with our customers, with agencies, printers and bookbinders“, advertising expert Wolfgang Dufner explains. “According to the motto all good things come in threes, we are enthusiastically heading towards the next big challenge“.
 
Sabine Adleff, Senior Brand Manager ELLE says: “We are very proud of having been able to realise a very innovative and strong advertising format together with our customer Bulgari for the second time.
 

 

 

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Sabine Adleff

Sabine Adleff
Senior Brand Manager

Competence:
ELLE, ELLE DECORATION, Harper's BAZAAR

Tel. +49.(0) 89.92 50.20 88
Fax +49.(0) 89.92 50.30 40
sabine.adleff@elle.burda.com