Bad Reichenhaller: Through the Alpine world by smartphone

Offenbach-based agency specialising in brand communication in the food & beverage sector taste! has successfully bridged the gap between packaging design and digital customer experience with an augmented reality campaign for Bad Reichenhaller. Since mid-September, millions of packs of the salt varieties have successively gone on sale with Shazam coding.

Directly from the packaging, the customer can thus New alpine world experience find recipes, access Bad Reichenhaller's social media feeds and experience a virtual tour of the salt mine via Google Tours. With a Google CardBoard, customers can even experience this in three dimensions in virtual reality.

Moving into new territory together

The brand ambassadors from Offenbach have been at the forefront of the AR technology (Visual Shazam) offered by Shazam since mid-2017 in the food sector.

„taste! has been our trusted lead agency for many years. We were both so enthusiastic about the AR applications and possibilities right from the start that we were happy to venture into new territory together,“ describes Moritz Milewski, Digital Marketing Manager at Südwestdeutsche Salzwerke AG (SWS), on the collaboration.

Display

The aim is to use „Gamification“ The aim is to appeal to young customers in particular on an emotional level and to win over digital natives to the brand. This is because new technologies such as chatbots and AR are very popular with shoppers in Germany.

According to a study commissioned by Adobe in 2017 (Goldsmith study „Reinventing Loyalty: Understanding Customer Behaviour in the Experience Era“), 52 percent of respondents prefer brands that continuously introduce innovations to improve the customer experience. The Brand loyalty also depends on how consistently the brand experience is played out across all channels.

Confidently showcase your brand product

The augmented reality offering is the logical continuation of the programme launched last year. Digital offensive from Bad Reichenhaller. Special promotions should find their origin and echo in the AR tool and contribute to a constantly changing world of experience.

„The use of augmented reality technology enables us to combine the physical and the digital and thus unite almost all disciplines. Consumers are given an overview of the packaging at all times. Positive brand experience at the PoS and also at home. The packaging gives them a deep insight into the diverse Bad Reichenhall brand world,“ explains Frank Berg, Digital Director of taste!, who is managing the project on the agency side.

Even though salt is a slow-moving product and the effect of the campaign will therefore only really take effect in three to four months, those involved are already convinced of the technology as a pioneering solution. Brand trigger convinced. Frank Berg adds: „Staging a traditional brand product with such self-confidence was great fun!“

Brand appetisers

Why not combine passion and profession? 25 years ago, taste! recognised that the 170 billion euro food & beverage market specialised know-how needs. Today, 65 employees realise brand management, communication and packaging for the brand industry in this sector with great sensitivity, passion, extensive expertise and sustainable success.

The client list includes well-known companies such as Griesson-de Beukelaer, Löwensenf, Südzucker, Südwestdeutsche Salzwerke and Vapiano as well as numerous retail companies. In addition to the classic agency business, the agency portfolio also includes private label and licensed brand concepts. Of the leading agencies organised in the GWA, taste! is the only one Owner-managed agency specialising in food & beverage.