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Cartazine

Welcome to the Cartamundi ideas store.

11ENGLISH

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The world of Cartamundi.

usa

BR

B

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usa HBO/Deadwood

BR usa

Editora Online, Fox Film

gB

Ben & Jerrys Homemade Ltd.,Budweiser

s Sibylla

N Sony Ericsson

B Dr. Oetker, Jacques, Chiquita

Nl Link Marketing & Communicatie

h Kraft Foods Hungary, Pannontej

sK Schweppes

E Mercedes Sprinter

f Calvados Pre Magloire, Kelloggs

ch Nestl, TCS

d Deutsche Flugsicherung,Ruf Lebensmittelwerk KG, Vileda

E

gB

f

Nl

ch

d

s

N

sKh

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Co

NC

EpT

Card

S

Ideas mix:heat- or cold-sensitive cards + interactive message

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How do youkeep consumershot and coldat the same time?

First you see it one way, thenyou see it another way. Justthen you couldnt see anytext, now suddenly, wordsappear before your very eyes.Wasnt the picture in blackand white? Now its in colour.Things are not always whatthey seem with Cartamunditemperature-sensitive cards.

Touch these heat-sensitive cardswith your fingers to change thecolours or even to makeclothes disappear! The chill-

sensitive cards look no differentfrom good old ordinary playingcards, until you put them in thefreezer. When you do that, amessage will appear that youcouldnt see before. Its a greatgimmick for a memorablepromotion or launching a newproduct.

If you really want to stand outfrom the crowd, Cartamundi

Concept Cards are a fantasticway to do it! These cards withtheir special properties arefrequently used, shown andswapped (and whoever hasthese cards in their hand, willalways enjoy looking at themtoo). Its the perfect way to getyour Brand noticed or yoursales message to spread likewildfire!

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Germany

How do you come upwith an attractivealternative for boringold information sheets?

Having fun while you learn is some-thing that doesnt just work for children.Deutsche Flugsicherung also find itworks wonders for air traffic controllerstoo. Instead of producing boring oldinformation sheets about aircraft types,Deutsche Flugsicherung had 4 differentsets of cards created, each featuring

35 cards. Thats a total of 140 planesand helicopters (from the tiny Cessna172 to the C-130 Hercules, and fromthe F-16 Fighting Falcon to theTupolev 154). The sets of cards alsomake excellent marketing tools. Howlong is a Boeing 747-200? What is theMTOW (maximum take-off weight)for the Fokker 50? And whats thewingspan of an Airbus A-330-200?Anyone who has these information-packed cards in their pocket can find

the information in the blink of an eye.

Customer:Deutsche

FlugsicherungDistribution:

training tool +internal marketingPeriod: spring 2006Print run: 2,000 sets

Ideasmix:

Trumpcar

ds+

technicalinform

ation

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Brazi l

How do youencourage new readers

to keep buying yourmagazine over 4 issues?

To keep their rebellious readersfaithful puppy-dogs from the begin-

ning, the publishers of RebeldeMagazine came up with a clever trickfor the launch of their publication inBrazil. They turned the first 4 issuesinto special editions by giving away

part of a set of cards with each maga-

zine. Each card featured the photo of alocal pop star. Those that bought thefirst four consecutive issues were able

to complete the set of cards (includinga box to keep them in). The

end result? During the promotionalperiod, the magazine became almost aspopular as the teen idols on the cards.

Ideasmix:bridgecards+famousfaces

Customer:Editora OnlineDistribution: free

flowpack with Rebeldemagazine, in Newsagents

in BrazilPeriod: September 2006

Print run:60,000 flowpacks

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Germany

How do youscore with

the kids in yourtarget audience?

To coincide with the 2006 footballWorld Cup, Ruf LebensmittelwerkKG carried out a very unique andinteresting campaign which resultedin making muffins a popular dessertin Germany. When mums of youngfootball fans bought a baking mixfor chocolate or lemon muffins,

they received a free face paint cardfeaturing the national teamscolours. Every detail was catered for!(even the baking trays were givena football look). Thus all theingredients were in place for aperfect kids football party! Anyonelooking for a sales promotioncampaign in relation to theupcoming European footballchampionships need look no further.

Ideasmix:facepaintcards+footballmadness

Customer:Ruf Lebensmittelwerk KG

Distribution: free flowpackwith each purchase of

a baking mix for muffinsPeriod: March - June 2006

Print run: 242,000 flowpacks

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Nether lands

How do yougive your autumnsales figures ahealthy boost?

Link Marketing & Communicatie inthe Netherlands used The Santa ClausClub (a television series for children) topromote a large number of specialtypet stores. The Santa Claus Club is aTV series broadcast on Jetix in theperiod leading up to the arrival of theholy man. With every purchase, custo-

mers received a gift flowpack featuring4 attractive Happy Families cards.And for an additional 25 Euros spent,another 4 cards could be collected.In total, six flowpacks were needed tocomplete game. The cards were collectedwith great enthusiasm and swapped bythe good Dutch children.When playing the game, cards aretaken by one player from another byanswering the question on the cardcorrectly. How come Santa Claus

always knows what presents all childrenwant to receive? Weve no idea butwhat we do know is that the specialistpet stores in the Netherlands did somegreat business during the campaign.

Customer:Link Marketing &

CommunicatieDistribution:

free flowpacks withpurchases in around180 specialty pet storesPeriod: end October -

November 2006

Print run: 515,000flowpacks

Ideasmix:HappyFamilies

game+SantaClaus

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United Kingdom

How do you get

ice-cream lovers tobuy an extra scoop?

Enjoying a Ben & Jerrys ice-cream is acelebration in itself. And when youreceive a gift set of cards with every3-scoop portion you buy, its almost

too good to be true. And yet thatsexactly what 130,000 ice-cream loversin a variety of European countries had

the good fortune to do. And,

of course, these great-looking cardsalso featured Ben & Jerrys famous

black & white cow. A promotionalcampaign to make anyone melt!

Customer:Ben & Jerrys

Homemade Ltd.Distribution: free set of

cards with each purchaseof 3 scoops of ice-cream

in a Ben & Jerrysice-cream salonPeriod: 2007

Print run: 130,000 sets

Ideasmix:bridgecards+brandmascot

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Belgium

How do you

increase sales ofyour product?

In Belgium, Dr. Oetker still has greatauthority in the kitchen. Nonetheless,that is no reason to rest on yourlaurels. Infact, quite the opposite!In the summer of 2006, the brand rana major promotion whereby a bonusSaroma Card Set was offered withpacks of 5 Saroma puddings. There are

three complementary versions of thecards to collect.

Customer:Dr. Oetker

Distribution: free set ofcards with the purchase

of a multipack of5 Saroma puddingsPeriod: June 2006


Ideasmix

:

Saromag

ame

+repeatp

urchase

+custom

ised

packagin

g

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France

How do yousurprise both regu-

lar and new usersof your product?

People who love calvados know that itmakes the perfect after-dinner drinkafter a big meal. But Pre Magloire

believes there is a lot more to this deli-cious drink. This is because calvados is

also ideal for mixing a number ofdelightful cocktails. The set of playingcards features a number of simple but

very special cocktail recipes (such asthe Normand, the Cocktail des Iles, the

Apple Snake and the Saint Julien).

Customer:Calvados

Pre Magloire

Period: secondquarter 2007

Ideasmix:bridgecards+cocktailrecipes+bottlehanger

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Switzer land

How do youdouble salesof your product?

In the spring of 2006, the Swisscompany Adcom Motion ran apromotional campaign for Incarominstant coffee (one of the many Nestlbrands). Buying two 275 g packs gaveshoppers a set of Jass cards as a gift.Jass is one of the most popular cardgames in Switzerland. It features two

sets of cards, a chalk marker, a spongeand a chalk board. We suspect that thenumber of coffee breaks taken inSwitzerland rose sharply as a result.

Customer:Adcom Motion

for NestlDistribution: free set of

cards with each purchaseof 2 packs of IncaromClassic instant coffeePeriod: spring 2006


Ideasmix:

playingcards

+personalisation

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France

How do youmake consumers

want to try yourentire range?

Anyone who thinks Kelloggs,automatically thinks cornflakes.But the brand has much more tooffer. Kelloggs acquired a bunchof proud Gauls to boost awarenessof their product range. Shoppersbuying a pack of Smacks, HoneyPops, Coco Pops, Chocos or

Frosties received a set of 30 cardsas a gift. So breakfast cereal fanswere able to collect 5 different sets.Just the thing for hours of fun withAsterix, Obelix, Panoramix and,of course, Dogmatix. The resulton sales figures was like drinkingthe magic potion!

Customer: KelloggsDistribution: flowpack with a freefull set of Asterix playing cards

in a box of cornflakesPeriod: autumn 2006

Print run: 9.2 million flowpacksin France and Belgium

2006LesditionsAlbertRen/Goscinny-Uderzo

Ideasmix:

cardgam

es+licence

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Belgium

How do yourun a promotion

based on the shapeof your logo?

Since the successful marriage betweenPrincess Callebaut and the Knight SirJacques, the revamped Jacques chocolatebrand continued its rise. During thesummer of 2006, the brand re-designedits coat of arms so that it could releasea Bridge game in the shape of ashield. This shield is inextricably linked

with the knight, which has been theface of the brand for over a hundredyears. This great set of cards was givenaway as a gift with every purchase oftwo products from the range.

Customer:

Stratgie advertisingagency for JacquesDistribution: free setwith the purchase of

two packs of chocolatePeriod: June 2006


Ideasmix:bridgecards+logoshape

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Slovakia

How do you getconsumers to try

out the versatilityof your product?

During the second period of 2006,Schweppes dispatched promotional

teams to supermarkets in Slovakia; thiswas to give shoppers (buying

Schweppes products), a set of bridgecards as a gift. This refreshing deck of

cards included a series of irresistiblecocktail recipes based on the world-

famous tonic and other Schweppesdrinks. Since then, every Slovakian

knows how to make a Magic Spirit,Bitter Blue, High Ball or Moscow

Nude! After the success in Slovakia,the campaign was also introduced into

the Czech Republic in 2007.

Customer:Schweppes

Distribution: free set withpurchase of Schweppes

in supermarketsPeriod: second half

of 2006


Ideasmix:bridgecards

+cocktailrecipes

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Belgium

How do youcombine your

promotion with anawareness campaign?

Chiquita always positions itself as acompany that puts respect for peopleand the environment first. By usingthe friendly frog logo (of theRainforest Alliance), on itsworld-famous bananas, Chiquitapositioned itself as a company infavour of protecting the rainforest.

As part of this awareness campaign,The Young Ones agency in Belgiumcreated a campaign aimed at youngpeople. With each bunch of bananasbought, they received a face paint cardwith a cheerful gift message: If youwant to be a happy frog too, wet yourbrush, dab it on the coloured areasand slap on the face paint! The facepaint cards were printed in anextra-large format: 100 x 150 mm.

Customer:The Young Onesfor Chiquita

Distribution: free facepaint card with thepurchase of a bunch

of bananasPeriod: October 2006Print run: 800,000

flowpacks

Ideasmix:

largefacepaint

cards+mascot

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Nordic

How do you makethe new James

Bond film popular?

James Bond has taken the whole worldby storm. For the launch of Casino

Royale in Scandinavia, Sony Ericsson,the makers of Mister Bonds mobile

phones, issued a deck of poker cardsfeaturing photos of the characters

from the film, such as the irresistibleVesper Lynd and, 007 himself.

The cards were distributed in phoneshops, with no obligation to purchase.The deck also contained a coded card

from which 007 Wallpapers,Screensavers and Ringtones can be

downloaded via WAP.

Customer:Sony Ericsson

Distribution: give-awayin phone shops

Period: December 2006Print run: 80,000 sets C

asinoRoyale2006,Danjaq,LLCandUnitedArtistsCorporation.CasinoRoyaleisatrademarkofDanjaq,LLC.-

JamesBondmaterials1962-2006Danjaq,LLCandUnitedArtistsCorp

oration.Allrightsreserved.

007TMandrelatedJamesBondTrademarksaretrademarksofDanjaq,LLClicensedbyEONProductionsLimited.-(2006)

EONProductionsLtd.andDanjaq,LLC.A

llrightsreserved.

Ideasmix:

pokercards+

007+codecard

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Switzer land

How do youteach kids aboutsafety in trafficin a fun way?

What you learn when you areyoung, stays with you all your life!This is the opinion of trafficinstructors in the Swiss police.Which is why, in conjunction withthe TCS Touring Club, they handedout a trio of card games topre-school and first-year children.

A simple but extremely effectiveway of teaching children goodhabits from an early age. They wereable to learn in a fun way to stop,look and listen, before crossing thestreet. Other topics also coveredincluded the footpath, traffic lights,protective clothing for cyclists,respecting other road-users andkeeping a look out for danger.

Ideasm

ix:

HappyF

amilies

+traffic

rules

Customer: TCSDistribution: the sets of cards werehanded out by traffic instructors topre-school and first-year children

Period: 2007

Print run: 2 x 20,000 sets(French and German version)

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Sweden

How do you get kidsto convince parentsabout your product?

To promote kids meals the Fun Box;the Swedish fast-food chain company,Sibylla, came up with a highly originalgame: Spanarna. Its a card game thatis ideal for giving children somethingto do on long car journeys. Theprinciple is simple, kids take one cardeach and the first player to see whats

on their card during the journey scoresa point. Who will be the first to see awhite car? A tractor? A church? Anelk? Hours of fun and games foreveryone! In addition to the Spanarnagame, there was also a Dominoes &Memory game, which could also beplayed as a Black Peter game (thisinvolved finding funny hamburgerfigures).

Customer: SibyllaDistribution: give-awaywith kids meals in theSwedish fast-food chain

SibyllaPeriod:

second half of 2006Print run:

3 x 10,000 sets

Ideasmix:

Spanarnagame+domino+

memo

&BlackPeter

+personalisation

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United Kingdom

How do you

make beer-drinkerseven happier?

There are going to be manymore Budweisers finding their wayover the bar in British pubs thanks

to Anheuser Buschs latest in-pubpromotion (a free scratch card

with every Budweiser ordered).Prizes include T-shirts, a key-ring

and a deck of Bridge sized Playing

Cards. The next round is on me!

Ideasmix:bridgecards+personalisation

Customer:Wilmot Budgen Ltd.

for BudweiserDistribution: premiumwith the purchase of aBudweiser in a pub

Period: 2007Print run: 31,500 sets

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Brazi l

How do you giveadditional statusto sales of a specialcollection?

In 2006, Fox Film launched acomplete collection of Westernfilms on DVD, featuring TheMagnificent Seven, For a FewDollars More, The Good, the Badand the Ugly to name but a few.To give the DVD set furtherimpact, Fox gave buyers a luxury

Poker Game Box (complete withtwo decks of cards, poker dice andpoker chips). The fact that thiscampaign was a certain bet can beseen from the sales results: theWestern Collection galloped outof the stores!

Ideasmix:pokerset+

personalisation

Customer: Fox FilmDistribution: give-away with the

purchase of a complete Western DVDcollection in major bookstores

Period: 2006Print run: 2,000 sets

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United States

How do you

tempt new pay-TVsubscribers?

Customer:HBO/Deadwood

Distribution: free set forevery new subscriber

to HBO pay-TVPeriod: since 2004


To encourage new subscribers to signup for pay-TV, Americas HBO ledwith the popular Deadwood westernseries. Each new subscriber receiveda handsome set of cards as a gift,featuring pictures from the series.A simple idea that has obviouslygenerated good results, because the

campaign has been repeated everyyear since 2004!

Ideasmix:bridgecards+TVheroes

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Hungary

How do you giveyour customers

the feeling theyrereally smart?

Customer:Pannontej

Distribution: one freecard per pack

Period:October/November

2006 - 2007Print run:

6 million cards

IQ games, IQ quizzes, IQ contests,etc. people just cant resist testing

how bright they really are! Especiallywhen they can show that they are

smarter than anyone else. Which wasthe clever card played by Pannontej,

Hungarys biggest producer of cheese!By adding an IQ card in every pack.

The series was pretty much endless(rebuses, adding up games, riddles,

mini-puzzles and more). The effect onsales was just as bright, too!

Ideasmix:

cardswithlittle

IQgames

+personalisatio

n

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8M00000148

CarTaMUNdI NV HEadqUarTErSCtmuni Tunhut NV

Visbeekstraat 22 - 2300 Turnhout - Belgiumtel. + 32 (0) 14 42 02 01 - fax + 32 (0) 14 42 82 54

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Units 8-17 Sandhurst Kings Road - Charfleets Industrial Est.Canvey Island Essex SS8 0QY - United Kingdomtel. + 44 (0) 1268 511522 - fax + 44 (0) 1268 [email protected] - www.gamesandprint.co.uk

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