Greatview’s innovative Smart Packaging provided a profitable upgrade for OmanRefCo’s popular juice brand Topfruit. Using variable printing technology, each Topfruit juice carton was imprinted with a unique smartphone-readable QR code and picture from 1 of 22 diverse Omani landmarks. With this, the brand’s existing packaging was transformed from a simple container into a platform for an innovative digital marketing campaign.
The initiative showcased Omani cultural and tourist highlights to domestic and international consumers, boosting local tourism economy and increasing consumer engagement and encouraging brand loyalty. Additionally, when consumers scanned the QR codes using the camera function on a smartphone, they could automatically collect different virtual landmark stickers in their account centre and win prizes, thus offering further incentivisation for purchase.
This scan-and-win competition was designed to establish two-way communication between Topfruit and its consumers, engaging the consumers in an entertaining and interactive way while the offering the brand the chance to draw a consumer portrait based on their participation behaviour thanks to the unique QR code. The transparency and simplicity of this brand-to-consumer competition fuelled consumers’ desire to participate.