Box becomes dynamic marketing tool

One of the highlights of Australia's Auspack packaging trade event which closed to record attendances at Sydney's Olympic Park last week saw what Melbourne-headquartered augmented reality specialist Omniverse Foster Group described as ‘a virtual marketing experience’.

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According to the Asian multi-branch packaging specialist, the concept took the form of a printed carton board box which was mailed out as a flat pack to recipients to fold into a box in order to demonstrate how augmented reality can transform packaging into a dynamic marketing tool.

The augmented reality incorporated animated artwork of a processing and packaging plant enhanced by an Auspack customized video.

Omniverse Foster described the project as the way of the future in on-pack communication, changing how consumers interact with and use products and building brand loyalty.

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Henry Mendelson

  • Oceania correspondent

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