Embracing AR technology allows customers to send personalised video message
Making good use of a greeting card design is key to success and greeting card publisher Garlanna has doubled up on this with the launch of its new Video Card range with augmented reality tech that makes the message come to life and jump out of the screen.
The publishing company, co-owned by Alan and Jackie MacNamee, is launching a 25-design Video Card collection as the first of a raft of new launches from Ireland-based Garlanna with one of the most exciting seeing the marrying of traditional paper with online tech senders enabling a personalised message.
“We worked with an innovative tech start-up who built the technology that allows the sharing and storage of videos through QR codes,” Alan explained. “As we’re print masters and they’re tech geniuses we thought this was the perfect fit to bring a new product to the market.
“It’s the new technology in this range that give it the real point of difference. It uses augmented reality so, when you scan the QR code, you see the background of wherever you are – maybe it’s your kitchen table, and from that you’ll see the video sent to you which looks as though it’s jumping out of your phone!”
Having realised midway through production that other publishers have tried versions of video cards with varying degrees of success, Alan, Jackie and the Garlanna team are happy the AR tech and personalised messaging gives their cards a real point of difference, and are currently testing to see how customers respond and how to educate them in retail situations for such a product.
He added: “It’s a soft launch for the moment as what we’re really interested in is testing out the buying habits of our customers.
“In this industry it’s important to push the envelope constantly, try out new things. Honestly this product is so unique in that it can be used, for example, for a wedding you can’t attend or for a relation living abroad to receive not only a physical card but also a video message that’s pre-planned and created by a loved one. How special a moment that would be!”
Finished with either a luxurious foil or glossy thermographic finish, and speckled brown paper envelope, the designs are an unusual size to draw attention and presented in a protective cardboard packaging closed with a protective seal to ensure the individual QR code cannot be used.
The range is framed with a drop-in header and base strip which explains how the card works and has a QR code that leads to an explanatory video to grab customers’ attention, and there is a promotional CDU available with Garlanna also planning to use in-store ad towers with large digital screens to help educate customers.
Alan commented: “This range is special because it marries the physical with the digital, using a QR code inside the card we have moved greeting cards into the digital space while still retaining the actual greeting card making a wonderful Keepsake where you can store special memories.
“The retail industry in all aspects is taking steps towards using the digital to sell the physical and we’re glad to be a part of that.”
Top: Tech makes Garlanna cards come alive
