Paxar Monarch

Services supplied

• Strategic planning for integrated on- and offline awareness campaign.
• All creative; concept-to-print-ready artwork for advertising, direct mail and website.
• Photography and creative copywriting.
• Media planning and purchase.
• Project management.
• Print management and fulfilment.

Synopsis of project outcomes

• Most successful campaign Paxar have ever run in the UK; so successful that activity was extended to a whole year over and above the original three months.
• This campaign has helped reposition the brand, elevate its awareness and set a creative benchmark for the industry.

Paxar, a global market leader in retail technology solutions, launched a revolutionary new product, the Pathfinder ULTRA, but the campaign had a very low response. Paxar found that although it was a market leader general brand awareness was low.

Bonfire’s brief was to create an awareness campaign using both on- and offline mediums, to reassert the Paxar brand, name and profile, helping pave the way for future product launches, increasing response rates and, in turn, ROI. This project did not have its limits set within the UK. All work was overseen by their US head office.

The solution focused on the four key benefits of Paxar’s technology products:

• track and trace – stock control
• compliance labelling – getting the right product in the right place at the right time
• retail grocery – managing perishables
• instore pricing – systems synchronisation

The resulting campaign was revolutionary not only for the client but also for the entire sector.

The campaign generated an unprecedented response with feedback and leads in the first week of airing, ran for 12 instead of three months and even the publications were talking about it.