Packaging becomes an experience: consumer expectations are redefining the brand world and revolutionising the role of the printing industry. The demand for personalisation and immediate interaction makes packaging a dynamic element of the customer journey. This development is forcing brand owners and their printing partners to fundamentally rethink their collaboration and integrate digital value-added services into physical packaging.
The demand for personalisation and immediate interaction is turning packaging into a dynamic element of the customer journey. This development is forcing brand owners and their print partners to completely rethink their collaboration and to integrate digital value-added services into physical packaging. To meet this dynamic and bridge the growing gap between physical packaging and the digital world, Koenig & Bauer has developed a revolutionary product: AURAVEO.
You can find out how this product works and what advantages it offers in this article.
AURAVEO, the latest digital product from Koenig & Bauer Kyana, is a Digital Experience Platform that closes the gap between analogue packaging and the digital world. Every piece of packaging becomes an interactive communication channel, establishing a direct connection between a brand and its customers – a completely new marketing channel for brand owners!
With AURAVEO, Koenig & Bauer can transform static packaging information into dynamic brand experiences that are visible directly on the product packaging. These can be enriched with innovative technologies such as Augmented Reality and Artificial Intelligence.
AURAVEO consists of a Brand Portal, our Digital Experience Platform, where brand owners can store their digital content that will be displayed when the product packaging is scanned. This content can be, for example, websites, videos, augmented content, and immersive 3D objects, which brand owners can use for their customer experience.
The possibilities are endless: seasonal offers, competitions, limited editions, and much more – and brand owners can easily change this content within seconds in the AURAVEO Brand Portal and thereby make it visible on the product packaging.
This technology allows brands to keep control over their content at all times, even if the products are already on the sales shelf. The goal is to make communication more personal and relatable. We provide brands with the tools they need to meet consumers’ increasing expectations for personalised and interactive experiences.
AURAVEO’s innovative strength has already been recognised with several awards. The digital experience platform won the Start-up Valley Award for ‘Start-up of the Year in Digital Marketing’ at the launch of the product at DMEXCO. At the same time, the company was named ‘Company to watch’ in connection with AURAVEO at the Digital Packaging Summit.
Every scan with AURAVEO provides valuable information about consumers and their interactions with the packaging. Brands thus gain detailed insights into their customers’ preferences, purchasing behaviour, and usage patterns. This precise data makes it possible to segment campaigns specifically and optimise marketing measures.
The result: a measurable added value that strengthens customer loyalty and significantly increases the Return on Investment (ROI) of marketing activities.
AURAVEO is far more than just a bridge between the analogue and the digital world. It is a powerful tool that gives brand owners back control over their communication in real time. This allows them to not only meet but exceed consumers’ increasing expectations for personalised and interactive experiences.
Would you like to find out how your packaging can become a dynamic brand experience? Contact us for more information on AURAVEO.
With PrintFusion, the interface between Koenig & Bauer Rapida presses and the prepress software from HYBRID Software, your workflow becomes even more efficient. PrintFusion enables a bidirectional exchange of information that ensures seamless integration and automation of production processes. Thanks to the jointly developed PrintFusion interface, data such as setting parameters and positions of measuring elements are automatically exchanged between prepress and the printing presses. The automated data exchange leads to significant increases in efficiency and error prevention, as manual intervention and repetitive tasks are eliminated.
For the development of PrintFusion, HYBRID Software and Koenig & Bauer have combined their expertise to create a highly automated and efficient production environment that meets the requirements of the modern printing industry. This collaboration will continue on an ongoing basis in order to constantly optimise the interface and integrate new functions. One example of this is the automatic feedback to compensate for process-related substrate stretching, which is already being introduced as part of a pilot customer programme.
PrintFusion has been presented to the public for the first time at this year’s leading trade fair for printing technologies. Visitors will have the opportunity to gain an exclusive insight into the first results of the close partnership between HYBRID Software and Koenig & Bauer. Through automation and the intelligent exchange of data between prepress and press, PrintFusion will set new standards in print production and pave the way for a sustainable and high-performance future in the printing industry.
With FOLLOW, Koenig & Bauer is building a bridge between analogue packaging and the digital world. Discover the universe of new possibilities that the cloud-based platform and the associated app have in store for printing businesses, brand owners and consumers.
Under the project title “Printing Goes Metaverse”, Koenig & Bauer is building a bridge from classic printing to the metaverse in collaboration with NABA (Nuova Accademia di Belle Arti, Milan) and epda (european brand & packaging design association). With the support of Italian design students, a project was realised that uses NFT technology to authenticate luxury goods such as limited edition handbags, jewellery or valuable trading cards. The luxury jewellery brand “Gemme” was created as an exemplary visualisation.
Digital proof of ownership is used instead of conventional paper certificates of authenticity. The forgery-proof blockchain technology is impressively demonstrated using special printing technologies and a digital app. This innovative combination of digital proof of authenticity and the traditional art of printing shows how the printing industry is connecting with the new digital reality of the Metaverse.
An NFT is a blockchain-based token that represents digital or physical assets such as artworks, digital content or media. Unlike other cryptocurrencies, each NFT is unique and non-exchangeable. It serves as a digital certificate of ownership and authenticity and enables owners to trade and sell their assets.
Brands from the luxury goods segment in particular are using NFT technology to enable customers to connect the digital and physical worlds. The main focus here is on the experience of being able to use the purchased product in the digital world. In addition, forgery-proof authentication can be guaranteed by NFT’s unique verifications with a complete history and absolute security.
Using a special printing process, functional structures that react to the touch of smartphone sensors can be applied to almost any printed product, creating a link between the physical product and the digital application. In combination with QR codes, this creates a forgery-proof proof of ownership. Customers receive both an origin-verified, printed NFT-Twin and the physical original.
With ten revolutionary products and technologies, Koenig & Bauer set a strong signal for the future of the printing industry at drupa 2024. Here you will find an overview of all product novelties and exclusive video highlights!
