Communicate AR on your (secondary) packaging: Differentiation in the shelf through innovative promotions Added value attracts the consumers attention Direct communication between the consumer and the brand independent of retail staff personal, emotional shopping experiences Interaction persuades consumers to buy Use the advantages of the beverage can: Use the beverage can’s surface as a billboard for your promotion Place a large incentive to attract the consumers attention Use the space for instructions to increase scan count We believe in innovating and will continue to explore all areas of New Media including.. POS Projects: Partnering with STI and Toshiba (Experience Tomorrows POS) Social Media: Creative blog community (Packaging Visions: dosioniar.de) Ecommerce Projects: Partnering with Breadcrumbs (Shopping at the bus stop) Crowdsourcing: Partnering with TUM and unseraller.de (The Next Energy)

1. TOMORROWS POS:
DRIVING SALES
WITH INTERACTIVE
PACKAGING
Larissa Laternser, BEng, MIB
Ball Packaging Europe

3. TO GO
PRODUCT VARIETY
INCREASED CHOICE
MOBILITY
COCOONING
INDIVIDUALISM
EGO-ENGENEERING
GAMING
SOCIAL MEDIA
CROWDSOURCING
MASS CUSTOMIZATION
SELFNESS
SIMPLEXITY
CONSUMER
TRENDS

4. MASS
PRODUCTION
 One line produces ~ 17M/week
 Design change ~ 1-? Hours

5. TODAYS
SOLUTION

6. TODAYS
SOLUTION
Packaging
=
medium

7. 7 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
http://youtu.be/aXV-yaFmQNk
POINT &
KNOW?

8. PACKAGING
+ MOBILE AR .
MASS CUSTOMIZATION

9. 9 | © BALL CORPORATION | BALL.COM
INTRODUCING
AUGMENTED

10. 10 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
http://youtu.be/PGu0N3eL2D0

11. 11 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
http://youtu.be/DYaDONOktLM

12. 12 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
Augmented Reality is a trend:
• According to Gartner Inc., Augmented Reality is one of the Top 10
strategic IT technologies of our time. And Juniper Research forecasts $1.5
billion revenue stream by 2015
• There are 5.3 billion mobile subscribers (=77% of the world population).
• Mobile devices sales continue to rise, with smartphones showing strongest
growth. Almost one in four mobile subscribers have access to fast mobile
Internet (3G or better)
Combine your experience with packaging to interact with consumers:
• With Augmented Reality technology we can access, understand and enjoy
digital data, exactly where we expect it to be and tailor it to our liking
• Mobile phones are replacing POS displays and TV advertising
• Your packaging is the trigger for the user interface of the future
• Offer a special deal, a virtual experience or interactive advertising only to
those that hold your can in their hand, and hence direct them to the point
of sale, foster word of mouth and influence purchase decision
AUGMENTED
AT THE POS?

14. Context is Queen
 who am I trying to activate?
 where am I trying to activate?
FIRST
LEARNING

15. MOBILE
ACTIVATION

16. Content is King
 does it provide a real benefit?
 is it optimized for the target group?
SECOND
LEARNING
Remember your learning from QR codes & mobile content:
Resist the temptation of recycling!

17. POS ACTIVATION:
THE FIZZY BEAST

18. http://youtu.be/PGu0N3eL2D0

19. Ego Engineering & the Share Button
 offer personalized content
 enable recommendation marketing
WHAT
WORKED?

20. POS ACTIVATION:
THE FIZZY BEAST

21. Consumers need Incentives
 is the benefit communicated?
 is online WOM planned?
 is consumer activation planned?
THIRD
LEARNING

22. ENHANCING ENGAGEMENT
MIXERY & NATHAN DRAKE

23. 23 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
http://youtu.be/pbYkSQbpbSE

24. ENHANCING ENGAGEMENT
MIXERY & NATHAN DRAKE

25. FINAL
LEARNING*
*so far..
Avoiding Disappointments
 technical difficulties, downtime
 reasonable KPI’s

26. 26 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
http://youtu.be/pbYkSQbpbSE

27. 27 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
1. Interactions can be tracked
Information can include place, date, time and (if permitted by the consumer)
user data (age, sex..)
2. AR is a great generator for PR an word of mouth
Work with your PR agencies / experts to document contacts and web monitor
to track feedback of your target group
3. Include best practise in objectives
Good instructions and incentive on the packaging make a huge difference in
scan rates (million plus)
SETTING
KPI’S

28. 28 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
 Foster sales
Motivate consumers to pick up your product and engage them at the POS
to foster sales and brand awareness. 9 out of 10 consumers are more likely
to buy your product once they hold it in their hand.
 Activate facebook fans and provide consumption incentives
Build a bridge between the on- and the offline world to bring Facebook fans
back to the POS.
 Save cost
One Design = multiple customized campaigns: Once the trigger is
programmed and the AR browser recognizes your beverage can you can
change the content of the campaign whenever you want.
 Consumer Research
Engage shoppers to inform, but also use the touch points as an opportunity
to perform research, learning about who scans and when, where they are
and what they enjoy – in case of vouchers even when they purchase.
SUMMARY

29. 29 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
Communicate AR on your (secondary) packaging:
 Differentiation in the shelf through innovative promotions
 Added value attracts the consumers attention
 Direct communication between the consumer and the brand independent
of retail staff
 personal, emotional shopping experiences
 Interaction persuades consumers to buy
Use the advantages of the beverage can:
 Use the beverage can’s surface as a billboard for your promotion
 Place a large incentive to attract the consumers attention
 Use the space for instructions to increase scan count
We believe in innovating and will continue to explore all areas of New Media including..
 POS Projects: Partnering with STI and Toshiba (Experience Tomorrows POS)
 Social Media: Creative blog community (Packaging Visions: dosioniar.de)
 Ecommerce Projects: Partnering with Breadcrumbs (Shopping at the bus stop)
 Crowdsourcing: Partnering with TUM and unseraller.de (The Next Energy)
..and BALL?

30. 30 | LARISSA LATERNSER | © BALL CORPORATION | BALL.COM
Download our case studies: www.ball-europe.com
Enjoy the video material: www.youtube.com/ballpackagingeurope
Read related publications:
Food Production Daily.com / Ball hails brand boosting power of AR
Inside AR: Learnings on and benefits of interactive packaging
Junaio: Ball Packaging wins Dual Accolade with interactive packaging
For Webspiration use Google:
+ Lego and Augmented Reality
+ Best in Mobile Augmented Reality
+ Packaging & Augmented Reality
Or visit the nerds at:
http://junaio.wordpress.com/
INSPIRATION
AVAILABLE

31. Larissa Laternser
Business Manager Soft Drinks
Ball Packaging Europe
Larissa.Laternser@ball.com
All Videos:
www.youtube.com/ballpackagingeurope
Inspirational stuff:
www.dosionair.de
Twitter: dosentalk
Facebook.com/dosionair