Pro Carton to tackle packaging in a digital world

Under the banner Packaging in a Digital World, the Pro Carton Congress 2012 will provide information on how packaging will become key in the physical world as more and more information, advertising and sales move to the internet.
 
Taking place April 18 and 19 at the CCD Congress Center in Düsseldorf, Germany, the Pro Carton Congress will feature European specialists presenting their experiences gained in different sectors.
 
Day one will include: Harald Winkelhofer of IQ Mobile, discussing the possibilities and creation of successful QR code campaigns; Henkel’s Salima S. Douven, who will look at a case study of cartons for the Pattex adhesive that carry a QR code which takes you to an interactive guide on adhesives; Marco Atzberger of the EHI Retail Institute, who will look at mobile commerce and discuss the opportunities and risks which mobile phones offer by giving customers mobile access to product and price information; and a panel discussion on digital codes and the present and the future of digital marketing at the point of sale and beyond.
 
Day two will see: Matthias Karmasin, a university professor, discuss whether packaging is still needed in a digital world and whether packaging needs to be different or not; Hans Georg Stolz and Tim Foley of Pointlogic Solutions look at the results of a study conducted in January 2012 in Germany on cartons’ contributions in the concert of media vehicles; Fred Jordan, of Alpvision, talk on digital solutions for packaging authentication; Marc Benhaim of barcode expert company GS1 address barcodes on the packaging as a key to the digital world; and Satkar Gidda of Siebert Head look at design with technology in mind.
 
The Pro Carton Congress 2012 will also see the presentation of the Pro Carton ECMA Awards 2011 and the Pro Carton Design Awards 2012.
 
In summing up the program, Pro Carton said: ‘Today already, more than half of all mobile phones are smartphones which provide their owners with additional information at all times and in all places via augmented reality from the internet. QR codes are given on an increasing number of products. EPC, NFC and other technologies are just around the corner.
 
‘It is therefore time for us to sit down and decide on packaging and its significance in a digital world. Studies have shown the future is promising and cartonboard and cartons will continue to remain the most important brand messengers in the real world. Not least through the advantages in sustainability which are appreciated by consumers.
 
‘Furthermore, packaging offers real connectivity in a digital environment, and this alters its role in the interplay of media: it becomes more of a medium in its own right. In order to meet this challenge, it is essential to make its contribution within the media mix more transparent and comparable.’

Download the Pro Carton Congress program here