EINKAUFAKTUELL is turning digital — the german weekly advertising broadcast now with Augmented Reality feature
An absolute majority of the german population is quite familiar with it — EINKAUFAKTUELL, the mailed advertisement by the Deutsche Post AG, is delivered weekly to most areas of Germany.
In accumulated 28 metropolitan areas this advert reaches up to 20 million households. The advertising program is so widespread that the Allensbach Market and Advertising Media Analysis (AWA in German) even named it the advertising medium with the highest reach — with a weekly reach of over 14.86 million readers, EINKAUFAKTUELL secured the first place.
Now, in cooperation with getbaff, the EINKAUFAKTUELL handout contains, in addition to a TV program overview with the current TV program of the following week an advertising page that getbaff makes come to life, with a new and exciting partner in each case. Starting on 27.02.2021 and lasting for the upcoming weeks and months, this will allow hidden video content on products, offers and competitions, discovered with your smartphone using Augmented Reality. Suddenly, your mail is much more interactive and communicative.
Benefits for everyone brought by AR
With the help of augmented reality, Deutsche Post is now able to obtain more information about the use of the direct mail and make the handout measurable for the first time.This enables both Deutsche Post and the participating partners to strengthen their performance and work in an even more target group-oriented manner. For the participating partners, this also has the advantage of increasing the social interaction with the ads as the leaflet reinforces the purchase decision, increases transparency, and thus attracts new customers in the long term. Users of the AR function don’t leave empty-handed either: for them, the Joy of Use grows, as they go through completely new ways of communicating with the brand in this unique, magical experience.
The first partner for the advertising show on 27.02. is euronics, which has its own advertising page in the brochure in cooperation with us. On this page there are three images that can be experienced through the getbaff app and are marked with a hint icon. In addition, there is also a contest that lets users win one of three Philips fully automatic coffee machines EP2224/10 Series 2200 worth 279€. The prize is suitable for everyone; so we are covering a wide target group and thus increasing the visibility of the company. The brand is now forging its way into digitalization, making use of the Augmented Reality Technologie. All you have to do is download the getbaff app onto your smartphone, open it and scan the graphic in the brochure. As the video appears, so does a swipe up Call-To-Action button — follow that and enter on the website! Just enter a few details there and you’re in the lottery pot! Good luck!
We are very much looking forward to the case with EINKAUFAKTUELL and the participating partners and are happy to pave the way to digitalization for these companies!
Deutsche Post has trusted AR since 2017
As early as 2017, Deutsche Post subsidiary DHL has been introducing the picking process “Vision Picking” in its warehouses, thus coming into contact with Augmented Reality for the first time.
It started with a pilot project in a distribution center in the Netherlands, testing the use of data glasses (“smart glasses”) and Augmented Reality (AR) applications. In collaboration with DHL customers Ricoh and Ubimax, a specialist in wearable computing solutions, the technology was used for AR-assisted picking in warehouse operations. Employees were equipped with AR glasses that showed them step-by-step work instructions to speed up the picking process and reduce potential errors.
The pilot project showed success: AR applications were able to optimize logistics processes in a scalable manner, achieving a 25% increase in picking efficiency.
Since the test project, DHL and its partners Google, Vuzix and Ubimax have again optimized the AR application. DHL is now expanding the program to other industries around the world, taking a pioneering step towards Augmented Reality solutions in logistics.
Determine the perfect package size with augmented reality.
Another AR application from Deutsche Post subsidiary DHL is the DHL Packset App, which even won the gold medal at the German Design Award in 2019. Launched at the end of 2017, the app helps customers choose the right packset size by using AR, because they are often unsure about which packset size they need for an item they want to ship.
Using augmented reality, a virtual packset box in a selected size (XS, S ,M, L, F) appears in the app, into which the customer can “place” the item to be shipped; the box is projected life-size into the environment. If the item does not fit into the selected box, the other packages can be tried. If necessary, a shipping label can be added. Customers are then automatically redirected to the Deutsche Post e-branch. Now all that remains is to enter contact details and send off the order. This way, you always find the right size!
With the cooperation with getbaff, not only the postal subsidiary DHL is now more digitalized, but now also the parent company Deutsche Post, Europe’s largest postal company. We are looking forward to the cooperation!
