It s IN the package: Using AR for unlimited branding

Transcription

1 #Color2018 It s IN the package: Using AR for unlimited branding A look at how AR, VR and Connected Print are used in packaging

2 About this talk About the speakers AR, VR and Interactive Print (IP) How these work Stunning case studies in the world Using Interactive Print to fight counterfeiting When to start Security and cost About scanning apps

3 AR, VR and Interactive Print AR connects the print and digital worlds via a smart device VR creates an alternate world (not easy to initiate from print) Interactive Print links print to digital content like URLs, movies, slide shows, PDFs, etc.

4 How these work Interactive Print requires that the user download a proprietary app to scan either a watermarked image, a QR code or a barcode With AR, when scanning with a smartphone, the user sees the camera view with added dynamic and interactive content VR creates an alternate world viewed through goggles. Very basically, the technology consists of creating 3D environments, viewable with goggles and the ability to track and react to the user s eye and head movements.

5

6 How will this improve sales? User engagement = more information More information = stronger loyalty? Every scan = analytic data

7 Stunning cases in the world AR for the community: Blood drive

8 Stunning cases in the world John Lewis: Early adopters

9 Stunning cases in the world John Lewis 2105 Man on the Moon campaign

10 Stunning cases in the world Using VR with packaging: McDonald

11 Stunning cases in the world Porter Magazine: hyper consumer

12 ingredients: for 20 minutes Stunning cases in the world Using Interactive Print to offer additional information salted lime pie by Joshua Gripper, The Dutch serves 8 4 egg yolks 1 lime, zested 14 ounces condensed milk 1 cup key lime juice 1/4 teaspoon salt 1 teaspoon orange liqueur 2 gelatin sheets Preheat oven to 300 degrees. At a high speed, whip together egg yolks and lime zest until light and fluffy. In a separate bowl, combine condensed milk, lime juice, salt and liqueur. Mix together with the egg yolk mixture. Melt gelatin sheets and whisk in. Pour into pre-baked

13 Using Interactive Print to fight counterfeiting in the spirits and wine industries Counterfeiting and illegal brands: illegal alcohol sold as a lawful brand or branded bottles emptied and refilled with cheap alcohol. Illegal alcohol manufacture (branded or unbranded)

14 Using Interactive Print to fight counterfeiting in the spirits and wine industries Almost no data available as to the extent of the problem Huge increase in counterfeited spirits and wines in China and Russia

15 A bottle should and can be as unique as a fingerprint in a way that can not be reproduced Scan each bottle to check its chain of custody

16 To combat counterfeiting, the brand must first decide at what level Should consumers be invited to check the authenticity of their purchase? Should deliveries be inspected by lots? Should they be inspected by store owners?

17 And choose a level of security Basic QR Code Basic QR Code with Guilloche Secure QR Code Secure QR Code with Guilloche A watermarked image on the label accomplishes the same thing.

18 Scanned data is monitored Scanned data is monitored based on parameters provided by the brand. Image to come. Ex: A lot/shipment or wine scanned at a location where it shouldn t be indicates a possible highjack.

19 Unique codes Unique codes (serialized) are great for customer engagement: Imagine being able to record a message or a video for a friend who is receiving a a bottle of wine from you.

20 When to start Consider a VR/AR/IP campaign only if You have additional information to communicate or a story to tell Your concept will generate consumer engagement You re generating mobile commerce (Pret a Porter) You are battling piracy and counterfeiting

21 How secure is this? Typical stock image of hacker Can AR/IP apps be hijacked? Difference between print-based code and image recognition The Privacy Shield

22 Cost It s impossible to give an idea of cost Plan your project. Will it be VR, AR or IP? Get a quote (Interactive Print is the most affordable technology)

23 Cost: A few of the players From concept to finish: Agencies AR app builders: Conte, Inde, Apphitect, Aurasma VR companies: Facebook/Oculus VR, Google, Magic Leap, HTC Vive, Samsung Interactive Print: Digimarc, Linkz

24 Scanning apps Need to standardize apps (like PDF) iphone 8 reads QR codes Until then, early companies have earned brand recognition

25 Questions?