“Consumers crave individuality,” she said, “and in the end our packaging is all about the people who use it. 10 years ago, apps didn’t exist, yet today there are hundreds and thousands of apps out there that are managed by the community. This week, around 8.6 brands are launching with a link to their local radio station.”
She showed us the video of the baby who is trying to make a magazine interact by sliding her fingers on it as she would an iPad. The shrieks of delight are telling when the iPad is returned.
Today, consumers don’t want information from a year or a month ago. They want the latest information and they want to give their views. Augmented reality is the answer and a number of companies are already well into this. Take Lego, for instance: now you can scan your phone over the box and see the completed model flying through the air.
Two examples of augmented reality have been successfully introduced in cooperation with Edeka. On the multipack, it says, ‘Inside this pack lives the fizzy beast. Use your phone to release the fizzy beast’. Mums loved showing their children the pics and how they could be part of the picture with the fizzy beast. It went viral and sales skyrocketed.
Anyone who is a gamer will know the character Nathan Drake. Working with Edeka and Sony, Ball Packaging achieved numbers of four million consumers scanning their cans just to have a pic of themselves with him.
Ball knows from its research that nine out of 10 consumers are more likely to buy the product once they have had it in their hand.
As Larissa concluded: “Fish where the fish are.”
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