Category: Digital agencies

There was a time in which goods were packed in unbranded natural materials with the sole purpose of storage and transportation. Eventually, branding and design came to play. Nowadays, packaging has a whole new level of importance in the consumer buying decision. As an effective marketing tool, the packaging industry is using augmented reality to delight and better connect with consumers.

We invited Thomas Schulz, VP Marketing & Communications, and Ildiko Bernat Pongo, Communications Manager Consumer, from packaging manufacturer Constantia Flexibles to talk about the new era of packaging & augmented reality.

When augmented reality met packaging

Some time ago, packaging was simply packaging – nothing more, nothing less. And, in reality, packaging`s primary function still is to protect a product, facilitate transportation, and extend its shelf life, amongst other things. 

But a few years ago when augmented reality (AR) technology hit the mass market, it soon caught the attention of the packaging industry. With its ability to add an extra invisible layer to packaging, some players in the packaging industry quickly understood the massive potential of AR for the sector. 

Companies from various segments saw that packaging, featuring AR, can be the ideal marketing tool enabling businesses to interact with their consumers in an innovative way. 

Standing out from the crowd

How does the consumer access the AR experience in packaging?

After downloading a dedicated app, consumers simply have to scan the product (before or after buying it) with their smart device to see digital augmentations appearing around the package.

The digital AR content can be in various formats: 3D augmentations, video content, text with information about the product or topic of related interest, call to action leading to the online shop, digital games, coupons, prize games audios – the options are unlimited. 

The AR content can be tailored to fit the exact needs of the company goals, be it to increase brand awareness, sales, stimulate engagement or simply entertain. The producer can decide how to use the potential of simple packaging in the best way.

What is the added value of packaging enhanced with AR?

With classical packaging, communication between producer and consumer is limited to the boundaries of the physical package. Interactive augmented reality packaging opens possibilities that go far beyond, helping the product stand out on crowded shelves!

• Value for the producer: access to a “digital portal” that once implemented, can be easily updated, modified and expanded. Digital adjustments and new content are reflected instantly, no need for new physical reprints and/or packaging redesign.
• Value for the consumer: be it in the form of interactive user guides or product tutorials, exclusive promotional discounts, product information, content of interest, all in all, the user gets more out of the product as a whole.

A question of money? 

Producers may argue that augmented reality for packaging requires a significant investment, and therefore, do not even begin to consider implementing it on their packaging. But this is not the case!  For companies that already have an app, or are planning on developing one, it is just a matter of integrating the AR experience. 

As mentioned above, another positive aspect from the financial viewpoint is that the physical packaging itself does not have to change at all  – virtual content can be updated without the need of re-designing or re-producing the packaging. Forget all those expensive and time-consuming design changes.

AR & Flexible Packaging

One of the first big players in the flexible packaging industry who realized the power of AR was Constantia Flexibles, the third-largest producer of flexible packaging in the world. In 2018, the company in cooperation with Wikitude, the world’s leading independent AR technology provider, launched Constantia Interactive. Since then, the cooperation of the two companies resulted in many exciting interactive AR solutions.  

From horse medicine to dried fruit to honey and shampoo – application areas of interactive packaging are wide

• Nutraxin

In 2019 Boehringer Ingelheim partnered with Constantia Interactive to provide more value to veterinarians and horse owners through the Nutraxin packaging. With the dedicated Nutraxin app, horse owners can track their horses’ physical condition and weight directly in an integrated diary. Thanks to augmented reality technology, the company was able to offer these additional and valuable tools to its consumers.

• Fruit Bliss

US-based dried fruit and snack company, Fruit Bliss, chose interactive packaging to expand their communication beyond the physical borders of product packaging. The interactive fruit packaging informs consumers about the product, shares news, gives real-time updates of offers content in the form of video, images, links and more. 

• Mielo Honey

The latest AR solution that emerged from the cooperation between Constantia Interactive and Wikitude was the interactive solution for the Austrian organic honey producer Mielo. Thanks to Constantia Interactive a simple honey jar can turn into an interactive experience. When the consumer scans the jar with the dedicated Mielo app, they can get valuable information about the lives of bees, the importance of bee protection as well as information about the honey itself.

What comes next?

Thanks to fast-developing technology, the story of AR for packaging has only just begun. However, as you can see, the options for AR in packaging are practically unlimited. It is up to any modern and innovative company to decide to use packaging in a more sophisticated and result-generating way. 

Convinced that your consumer base could benefit from having access to an AR-enhanced product package? Contact us to discuss which plan and technology is the best fit for you.

26 participants, including experts from domestic and international museums, attended an augmented reality workshop powered by Wikitude and Wezit on October 24th in Vienna.

A little monkey joyfully eats a banana in between huge Musa leaves. Suddenly a katta with a striped tail flits behind. Over there, a hummingbird buzzes around a cactus flower. The tropical plants in the greenhouse of the botanical garden Jean-Marie Pelt near Nancy in France are alive. The animal bustle takes place only virtually on the tablets of the schoolchildren. The kids follow attentively every animal move. And that’s exactly what it’s all about: with the help of Augmented Reality (AR), the real and the digital world are getting mixed. Museums use AR to draw their visitors into the action in a playful way – no matter if it’s about art, nature or technology.

From Paris to Philadelphia: Wikitude & Wezit show Augmented Reality apps from Museums

In partnership with Wikitude premium partner Wezit, an exciting selection of Augmented Reality applications in the cultural heritage industry was presented to museums at the AR Workshop on October 24th, 2019.

“In Austria, some museums already experiment with Augmented Reality. Many others are interested, but do not know exactly how to tackle it. With our AR workshop, we wanted to share our experience and promote knowledge sharing among museums, “said Paula Perrichot, Marketing Director at Wikitude.

A total of 26 participants came to the Augmented Reality for Museums Workshop, including cultural experts from domestic and international exhibits. The workshop was held in the Technical Museum in Vienna.

Wikitude and Wezit provided insights into the “Artistes & Robots” exhibition of the Grand Palais in Paris, the AR app of the Celtic Museum Hallein and the secrets of the terracotta warriors from the Franklin Institute in Philadelphia, who once guarded the tomb of the first Chinese emperor.

Testing Microsoft ́s mixed reality glasses HoloLens was for sure one of the highlights of the day.

After that, participants worked in small groups on AR projects, which were presented afterward.

No chance for “museum fatigue”: Amazed by visually appealing content

Wezit’s Ségolène Valençot co-organized the AR workshop. For some time now, she has been observing a certain tiredness, which often affects museum visitors walking through an exhibition. Augmented reality is the ideal tool to prevent the phenomenon of “museum fatigue” and to keep visitors playful with the topic.

For example, in the Celtic Museum Hallein since 2016, a talking celt brings the display cabinet to life. The digital avatar appears to visitors on their mobile phones or tablets and reveals where the Celts relieved themselves in the mines or how they got their wild hairstyle.

“These are the stories to success,” says Dr. Barbara Tober, director of cultural education in the Celtic Museum Hallein, at the AR workshop: “The digital content should be high-quality, unique and also surprising.”

Telling great stories is the only way to amaze visitors, as the participants of the workshop agreed.

In addition to successful storytelling, the digital content should also be visually attractive. But that is ultimately always a matter of budget, says Ségolène Valençot. As international project manager at Wezit, she has already implemented numerous projects in museums with the AR software from Wikitude: “When designing an app, we always find good solutions that fit the museum’s budget.”

Usage gives insights: Is there a gap between users and the AR app?

A joint look at the statistics of the Keltenapp shows that especially larger objects such as skeletons are much more likely to be explored with the AR app than smaller showpieces. Dr. Barbara Tober is pleased that around one-third of the visitors who once used the AR app return to the museum again and again.

“Overall, however, I would have wished for a bit more app users,” Tober admits.

“Sometimes it feels like as if there was a wall between the users and the app,” adds Sophie Wiesinger, from the Museum of Illusions.

If there is one, how can a museum bridge this wall? 

App versus Web

Is it for instance true, that fewer people would download a new app for their museum visit?

Could a museum increase the usage of its AR experience if it was available in the browser instead of an app?

“That could be the case,” replies Paula Perrichot from Wikitude, “but webAR experiences bring major drawbacks: they have worse performance and are not as stable. Complex applications could not be handled well enough. We need technological robustness to make AR apps attractive. If AR is part of the museum’s long-term strategy and not just a one-time attraction, I recommend sticking to apps. “

It’s important to have a continuous strategy

Participant Anika Kronberger would also rather recommend embedding Augmented Reality in a long-term strategy. She was one of the lead designers of the Augmented Reality space in Science and Technology Museum CoSA (Center for Science and Activities) in Graz, where 40 HoloLens glasses can be used by the visitors: “The use of AR can bring great added value for applications and make topics accessible in other ways. AR can not only be interesting during the visit but also before and after touring the museum.”

“If you have a great app, you have to communicate that it’s there.”

“The job has not been fully done by creating the app only” adds Paula Perrichot from Wikitude: “You always have to communicate that it’s there. Many museums forget about this step. Simple communication such as a roll-up at the entrance or some information on the website are a good start“.

Imagination has no limits. But content rights do (have limits).

Only recently, together with Artefact, the Viennese museum mumok transformed its front into a buoyant ball pool using Wikitude AR technology. 

“We’ve developed so many exciting AR ideas in the team,” says Marie Claire-Gagnon from Vienna’s mumok, “but as an art gallery, we often come up against legal limits.“

For example, getting the digital rights for works of art could be costly and expensive. Then, very often it happens, that a picture may not be changed digitally. 

In archeology, for instance, it is a completely different thing. Dr. Barbara Tober from the Celtic Museum is an archaeologist herself: “Where the imagination reaches its limits, augmented reality is a great addition. Things that are hard to imagine will suddenly become tangible to visitors.”

This is the case for an example in Carnuntum, in Lower Austria. There, the old amphitheater is being revived with the help of Augmented Reality. What is invisible or even buried to the eye becomes real and experienceable.

“This way, monuments and old buildings could preserve their cultural heritage for future generations,” says Martin Herdina, CEO of Wikitude: “With the help of AR, a burnt-down cathedral like Notre Dame could be resurrected virtually.”