Packaging | IDM
4-5 2017 | international-dairy.com · 7
digital interactive experiences. The 4DscanM app
is provided by Worth Keeping and is available to
download on iOS and Android, and also works on
most tablets. The app is easy to use: once downloaded
from Google Play or App store, point the
camera of a device onto what is called a ‘target
point’ on the pack, which can be printed logos,
icons, pictures etc., and the app will scan automatically
and activate the content immediately.
A world of possibilities
By implementing AR into the design of a
Pure-Pak carton, brand owners can communicate
with their consumers through the digital
world of tomorrow – changing how they
interact with, use and think about products.
"The opportunities to be creative, add value
and create an impression are immense," adds
Astrid Näscher, Marketing Director Region Europe
& Mediterranean. "Films, ‘infotainment’ or
other visual and sound formats enhances the
sensory brand perception. We can turn the
Pure-Pak carton into a multi-dimensional communication
vehicle for highly creative marketing
and promotions. The opportunities are endless."
Other ways of using AR with a carton include
providing more information on product
ingredients, production methods, nutritional
and allergy information and new convenient
packaging features such as those provided
by our Pure-Pak Sense cartons.
Benefits and opportunities
More ideas how to bring your brand alive on
a Pure-Pak carton:
• Trigger re-purchase by adding recurring
and cross-linked promo activities, campaigns
or discount schemes
• Build brand loyalty and add value through
recipes, cooking demonstrations or how
best to store a product
• Cross-sell within brands by adding advertisements
about other products
• Entertain kids – Influencing the next generation
of consumers through games, ‘infotainment’
• Demonstration of new packaging feature
i.e. the easy-to-fold lines on the Pure-Pak
Sense carton
• Creating the opportunity through links to
social media for consumer to enter contests
or provide feedback
Smart choice: Flexible
and customized
Elopak, through its partnership with Worth
Keeping offers flexible customized technology
that can enable easy and frequent changes
in digital content – without having to change
the packaging design. This brings cost and resource
efficiencies and reduces waste.
The ability to change content as desired
including reacting to news and events, creates
a highly flexible tool which with its vast
opportunities for creativity and the ability to
measure its success, can transform packaging
into a dynamic marketing tool that is set
to revolutionize the industry.
"Augmented Reality is a new way for consumers
to actively search for and find out about
your product and compare them to competitors
in the market," adds Bjarke Ravn-Christensen. "It
opens a steering window across your portfolio
through cross-promotions, discount coupons
or even serving suggestions. "Augmented reality
is not just about brand building and creating
consumer loyalty – it is a very cost efficient and
environmental friendly way of communicating
with your consumer and generating sales."