AUSPACK comes alive through AR experience

Auspack 2017 - AR Hero Shot

Processing and packaging trade show AUSPACK has teamed up with augmented reality (AR) specialist Omniverse Foster Packaging, to deliver a unique direct marketing experience for the show.

“It’s a physical-to-virtual promotion, taking potential visitors ‘beyond the box’ into an immersive experience of what AUSPACK has to offer,” said Anne-Marie Mina, event executive at Exhibitions & Trade fairs, organiser of AUSPACK.

“We’re excited to bring this exclusive experience to our audience, to demonstrate how AR can transform packaging into a dynamic marketing tool that is set to revolutionise the industry.”

The physical promotional platform is a printed cartonboard box, which will be mailed out as a flat pack and which users can fold into a box.

“The AUSPACK audience can expect this in the mail any time in the next week, and can activate the experience on receipt of the box,” said Mina.

Easy step-by-step instructions are printed on the carton: By downloading the AUSPACK AR app (available on GooglePlay or the App store) and hovering an iPhone or Android device over target areas on each side of the packaging, the user is transported into the AR experience.

The ‘infotainment’ experience incorporates animated artwork of a processing and packaging plant, combined with an AUSPACK customised video, developed to deliver a clear message:  AUSPACK is the place to go to experience leading-edge technology developments that are shaping the packaging and processing industry’s future.

Omniverse Foster, the supplier of the AR technology behind this campaign, will be demonstrating its full capabilities in this dynamic field on Stand 27 at the show.

“This was an exciting project to be involved with, demonstrating both our AR expertise as well as our pack printing know-how,” said Omniverse Foster Packaging COO Darren Brits.

“Augmented reality is the way of the future in on-pack communication. It is changing how consumers interact with and use products, and it lays a strong foundation for building brand loyalty.”

The campaign is a forerunner of a range of AR experiences in store for visitors, with a number of exhibitors choosing this leading-edge technology to engage visitors on their stand.

Show organiser Exhibitions & Trade Fairs (ETF) has also pulled out all the stops to bring AR to the show floor in the form of interactive AR signage, a trade exhibition first in Australia.

The event will take place from 7-10 March at the Sydney Showground, Sydney Olympic Park.