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In an exciting first-time initiative, AUSPACK has teamed up with augmented reality (AR) specialist Omniverse Foster, and Yaffa Media brands PKN and Food & Drink Business, to deliver a unique direct marketing experience for the packaging and processing industry trade show.

“It’s a physical-to-virtual promotion, taking potential visitors ‘beyond the box’ into an immersive experience of what AUSPACK has to offer,” says Anne-Marie Mina, event executive for AUSPACK.

“We’re excited to bring this exclusive experience to our audience, to demonstrate how AR can transform packaging into a dynamic marketing tool that is set to revolutionise the industry.”

The physical promotional platform is a printed cartonboard box, inserted in the print issues of PKN Packaging News and Food & Drink Business as a flat pack, which readers can fold into a box. The promotional carton will also be direct mailed to AUSPACK’s extensive database.

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Easy step-by-step instructions are printed on the carton: By downloading the AUSPACK AR app (available on GooglePlay or the App store) and hovering an iPhone or Android phone over target areas on each side of the packaging, the user is transported into the AR experience.

The ‘infotainment’ experience incorporates animated artwork created by Yaffa Media’s design team, combined with an AUSPACK customised video, developed to deliver a clear message: AUSPACK is the place to go to experience leading-edge technology developments that are shaping the packaging and processing industry’s future.

Yaffa Media’s Lindy Hughson, Publisher of PKN Packaging News and Food & Drink Business, says: “We have worked closely with AUSPACK on its integrated media campaign, from developing integrated and interactive advertising solutions to a full suite of content executions, and we have been singularly impressed by the number of innovative ideas the AUSPACK team has brought to the table. It bodes well for what promises to be a stand-out show.”

Omniverse Foster, the supplier of the AR technology behind this campaign, will be demonstrating its full capabilities in this dynamic field on Stand#27 at the show.

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“This was an exciting project to be involved with, demonstrating both our AR expertise as well as our pack printing know-how,” Omniverse Foster Director Darren Brits says. “Augmented reality is the way of the future in on-pack communication. It is changing how consumers interact with and use products, and it lays a strong foundation for building brand loyalty.”

AUSPACK’s AR campaign is a forerunner of a range of AR experiences in store for visitors to the show.

Show organiser Exhibitions & Trade Fairs (ETF) has also pulled out all the stops to bring AR to the show floor in the form of interactive digital signage, a trade exhibition first in Australia.

AUSPACK 2017 will take place from 7-10 March at the Sydney Showground, Sydney Olympic Park.