PACKAGING & PEOPLE: FROM MASS CUSTOMIZATION ENGINEERING. Antti Laakkonen Ball Packaging Europe
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1 PACKAGING & PEOPLE: FROM MASS CUSTOMIZATION TO EGO ENGINEERING Antti Laakkonen Ball Packaging Europe
2 INTRODUCING.. Ball Corporation, 2012 Sales: $8.7 billion $6.5 billion in sales Beverage Packaging $1.4 billion in sales Food & Household Packaging $876,8 million in sales Aerospace & Technologies
3 INTRODUCING.. Ball Packaging Europe: Subsidiary of Ball Corporation with HQ EMEA in Zurich, Switzerland 12 Plants in Germany, France, the UK, the Netherlands, Poland and Serbia R&D Centre in Bonn, Germany More Information: Antti Laakkonen Born in Finland, graduated in UK, worked in Ireland, living in Switzerland Diploma, Digital Marketing and Advertising BA (Hons), Business Studies with Languages Over ten years professional experience including Product Marketing Manager EMEA at Newell Rubbermaid and Marketing Manager at Hilti Ireland Business Manager Alcoholic Beverages at Ball Packaging Europe
4 OVERVIEW On the line DynamarkTM Variable Printing Technology In the Shop The power of Mobile Augmented Reality At home Engaging and Activating Super promoters 4 BALL CORPORATION BALL.COM
5 MASS PRODUCTION One line produces ~ 17M/week Design change ~ 1-? Hours 5 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
6 INCREASED CHOICE MASS CUSTOMIZATION COCOONING INDIVIDUALISM TO GO PRODUCT VARIETY MOBILITY CROWDSOURCING SELFNESS GAMING EGO-ENGINEERING SOCIAL MEDIA SIMPLEXITY Source:
7 ON THE LINE CUSTOMIZATION Current methods to achieve variable graphics are expensive and relatively inefficient: Scrambling Finished Product Print first graphic Stop the line Mixing labels on the truck: Unpack / Repack activity is costly and time consuming. Change over graphics Palletize each graphic Unpack already palletized cans and use a scrambler to mix the different versions of the cans Re-palletize mixed cans 7 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
8 DYNAMARK TM MASS CUSTOMIZATION Latest Product Launch: Dynamark variable printing technology Dynamark variable printing technology allows you to create and execute unique promotions with multiple variations on one line. The brand design and larger part of the can body remains the same, the promotional area varies. (Example using gold base coat) 8 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
9 DYNAMARK TM MASS CUSTOMIZATION Endless possibilities stem from leveraging on the unprinted area : Produce up to 24 different promotion design variation per run by leveraging on the unprinted area: Promotion graphics can be in silver or white (depending on the base coat) Think of Dynamark as a stencil. No colour will be added to the area that is covered by your stencil. 9 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
10 POINT & KNOW COCOONING IDLE SOURCING SCREEN CULTURE EGO-ENGINEERING GAMING TO GO RED CARPET MOBILITY CASH-LESS CITYSUMER DEALER CHIC SIMPLEXITY PRODUCT VARIETY Source:
11 IN THE SHOP EGO ENGINEERING 11 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
12 SCREEN CULTURE IDLE SOURCING POINT & KNOW PACKAGING + AUGMENTED REALITY. INTERACTIVE
13 INTRODUCING AUGMENTED 13 BALL CORPORATION BALL.COM
14 14 BALL CORPORATION BALL.COM
15 APPLYING AUGMENTED 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 15 BALL CORPORATION BALL.COM
16 ENHANCING ENGAGEMENT CASE STUDY 16 BALL CORPORATION BALL.COM
17 17 LARISSA LATERNSER BALL CORPORATION BALL.COM
18 ENHANCING ENGAGEMENT CASE STUDY 18 BALL CORPORATION BALL.COM
19 BENEFITS OF INTERACTIVE PACKAGING 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. 19 BALL CORPORATION BALL.COM
20 AUGMENTED BEST PRACTICE Partnerships & Billboard Packaging easy access: max three steps to success target group relevant content (example MiXery >from Sony) large instructions on beverage can incentive on beverage can activation in online community Ego Engineering & the Share Button Allow the consumer to be a part of your campaign offer personalized content enable recommendation marketing encourage postings with incentives to leverage fully on the emotional content consumers produce for your social media channels 20 BALL CORPORATION BALL.COM
21 INSPIRATION AVAILABLE Download our case studies: Enjoy the video material: 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: 21 BALL CORPORATION BALL.COM
22 AT HOME SUPERPROMOTERS Engaging and activating your Superpromoter Use Digital Printing to extend your campaigns on to your packaging 22 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
23 DIGITAL WINDOW PRINTING Customizing a selected part of your can will allow late stage differentiation Customization is achieved in second separate run (e.g. at the filler) variety of full colour photo realistic images in digital window 23 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
24 DIGITAL WINDOW PRINTING Individualization is a trend: Produce cans for fans! Tailor made solutions complying with standardized brand features (e.g. colours, promotional area, can size) are achieved through pre-selecting the promotional area Available from August 2013 for 0,33 Alu cans. 24 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
25 DIGITAL WINDOW PRINTING 360 Promotion with Digital Window Printing Allow consumers to generate & submit content / via AR to e.g. photo challenges on Facebook Produce cans for a selected number of fans (e.g. top ten winners) to leverage on superpromoters 25 ANTTI LAAKKONEN BALL CORPORATION BALL.COM
26 SUMMARY On the line Leverage on Variable Printing Technology to achieve mass customization and effective promotional campaigns with a surprise effect. In the Shop Use the power of Mobile Augmented Reality to offer consumers virtual, personal 3D content. In real time and tailored to location, time of the day etc. At home Engaging and Activating Superpromoters by giving them their personalized beverage can. Request your samples of Digital Window Printing! 26 BALL CORPORATION BALL.COM
27 ..and BALL? 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) 27 BALL CORPORATION BALL.COM
28 INSPIRATION AVAILABLE Download our case studies: Enjoy the video material: Read related publications: Food Production Daily.com / Ball hails brand boosting power of AR Inside AR: Earnings 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: 28 BALL CORPORATION BALL.COM
29 Antti Laakkonen Business Manager Alcoholic Beverages Ball Packaging Europe All Videos: Scan this QR code (reader free in App store) to download AR case studies of Burn Energy, Karlsberg Mixery and Perlquell. (PDF, KB) Or visit:
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