Page 26 - Packaging News magazine November-December 2022

LIVE: AMPLIFY & ENGAGE
Digitally printed packaging is aLIVE
The first Print21+PKN LIVE event for three years saw a succession of brand owners and print service providers step up to share how their innovative use of digitally printed packaging was driving their sales growth.
HELD IN THE inspiring surrounds of the State Library Victoria, Amplify & Engage attracted brands, retail-
ers, printers and industry suppliers, all of whom were recognising the oppor- tunity that digitally printed packaging is providing.
Opening the event, Print21 and PKN publisher Lindy Hughson and Print21 editor and PKN associate editor Wayne Robinson cited research from leading industry analysts Smithers, which is forecasting a 3.1 per cent CAGR for packaging over the next five years, but an 11 per cent CAGR for digitally printed packaging, representing a vir- tual doubling of the market size.
Moving to a big picture perspec- tive on the trend to digitisation and how that is impacting consumers, the keynote speaker, behavioural science
strategist Sonia Friedrich, outlined the predictable way the human brain responds and makes decisions, and what that means for brands. Friedrich said it was a crucial area to under- stand, with research showing that those who implemented behavioural science in their marketing and design achieved far greater sales uplift than those who did not.
HUNGRY JACK’S UNO CAMPAIGN
Michael Dossor, group GM at Result Group, who led the Hungry Jack’s Uno project, outlined what steps he had to take to achieve what has been described as Australia’s most intelligent on-pack campaign, and in a theme that ran throughout the presentations, shared how home-grown Australian innovation had driven the success.
Key
Takeouts
HUNGRY JACK’S UNO CAMPAIGN
Remove the friction between marketing and operations
Create connection between tactile and digital
Adapt technology where necessary
Interoperability is key to delivering complex projects
The campaign was a complex project, with everything from data management and security, to having to re-invent label applicators to stick the cards onto the cups, to producing 17 million unique and traceable labels. It involved Result Group, MCC Labels, Detpak and mar- keting agency TLC working together.
The first campaign was such a suc- cess that Hungry Jack’s asked Dossor to run a second, and upped the bud- get for the prizes from $87m to $120m. The team has the licence from Uno for another 18 months, so there may be fur- ther iterations. Dossor said, “A project of this scale takes a lot of trust and a lot of belief. Bringing marketing ideas through technical capability to become a reality requires all participants to believe it is possible, and to bring all their expertise to making it possible.”
Left: Lindy Hughson and Wayne Robinson open the day Above: Sonia Friedrich gives an impressive keynote
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IMAGE CREDITS: MELISSA HOBBS BUSINESS PHOTOGRAPHY