DESIGN NAME: Lezita Stuffed Chicken
PRIMARY FUNCTION: Food Pack
INSPIRATION: The target group was especially young people, such as gamers, newly married couples, and students. So, the main inspiration was the actions of these groups in daily life. They use digital tools regularly, so much so that 71% of the billion monthly active users on the Instagram app are under 35. So, combining offline and online experiences and taking the brand to social media by going viral among young users was the primary goal.
Besides, using vibrant colors and characters was another objective to draw attention to the store shelves. For this reason, product ingredients turned into fun characters with different color backgrounds.
UNIQUE PROPERTIES / PROJECT DESCRIPTION: The QR code on the pack led to an AR filter on Instagram. Consumers who scan the QR code turn into one of the characters on the packaging through the AR filter and share these contents on Instagram. This idea combines consumers' experience in point of sale and the digital environment.
Utilizing this filter, users could create content for social media. The product's prominence and the users' enjoyment were significant while making the filters. In addition, vibrant colors and fun characters in the design helped to differentiate on the shelves.
These features made it possible to connect with the target group through a packaging design.
OPERATION / FLOW / INTERACTION: Brands should now act by observing the behavior of the young audience. The use of digital technologies in this design is much more modern and feels more youthful than the previous design approach. It is more important than ever for brands to understand consumer behavior and determine their communication strategy according to their habits.
This package connects different platforms since it is upgraded to a digital tool that makes the target group share messages through social media.
This packaging exhibits an innovative stance by bringing together different media. Therefore, it is more than a product on the shelf for the target audience and keeps up with their habits with an interactive solution.
PROJECT DURATION AND LOCATION: Istanbul, 15 April 2021 - 20 June 2021
FITS BEST INTO CATEGORY: Packaging Design
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PRODUCTION / REALIZATION TECHNOLOGY: The package is printed with the use of the Flexo method. In addition, dynamic QR codes and Instagram AR technology are used. The main innovation was making the character on the packaging interact with the consumer via QR and Instagram AR technologies.
SPECIFICATIONS / TECHNICAL PROPERTIES: 21,5 CM X 24 CM
TAGS: AR Filter, Instagram, QR Code, Character, Digital, Social Media
RESEARCH ABSTRACT: Strong brands dominate the frozen food products market, and Lezita's product range and brand awareness were low compared to the other brands. This situation caused Lezita products not to be seen by consumers on the shelves. We made the packaging more visible by using bright and clear background colors to differentiate. The Instagram AR filter was used more than 50K times and shared 32K times by the consumers within one month after the product launched. The packaging made people act and have fun on social media.
CHALLENGE: In an environment where it is so difficult for consumers to share content with a brand name organically, we needed to produce fun and worth sharing content.
It is very challenging for brands to reach young target audiences and keep up with their habits in today's rapidly advancing technology. This package creates a solution by connecting consumers' real life and social media habits.
ADDED DATE: 2021-09-29 11:03:56
TEAM MEMBERS (2) : Musa Çelik and Efe Esa (Instagram AR)
IMAGE CREDITS: Musa Çelik
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