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Welcome Coffee, Registration, Exhibition
Pro Carton

“Still advertising or already scanning?” In some European countries every second person owns a Smartphone. Interactive response elements in classical advertising media have significant acceptance rates and are increasingly used by consumers. A good reason to find out everything worth knowing about the possibilities and creation of successful QR code campaigns: practical examples plus Do’s and Don’ts. You should not leave this enormous potential dormant for your brand.

Henkel is one of the pioneers among the manufacturers of branded goods: QR codes are used as part of integrated marketing concepts. The cartons for the Pattex adhesive carry a QR code which takes you to an interactive guide on adhesives. Salima Douven gives first hand insights on the development and function of this exemplary customer loyalty programme and tells us how it works, how the programme has been accepted and what the future is.

Do the ideas of consumers and the retail trade tally, who provides reliable information and who controls the data flow? In their study “Mobile Commerce”, the EHI surveyed more than 200 retailers on the opportunities and risks which mobile phones offer by giving customers mobile access to product and price information. The result gives current insights on the rapidly changing status and upcoming projects.

Together with the audience, European experts will discuss the present and the future of digital marketing at the Point of Sale and beyond.

Join the discussion: either at the event, or already send your questions for the discussion per E-mail to the Pro Carton congress office

End of Lectures, Transfer to Hotel
Departure to Award Party

Presentation of the Pro Carton ECMA Awards 2011
And the Pro Carton Design Awards 2012

Dresscode: Smart business

Coffee, Registration, Exhibition

Everyone is talking about the media and information society. It has become obvious that the spread of (digital) media has changed our life. We can all feel it if we look close enough. And this changes the parameters for consumption, marketing, advertising and also packaging. Will we still need packaging in a digital world? Will packaging need to be different? Or will things stay as they are? We will see – not only in the lecture.

The study, conducted in January 2012 in Germany, looks at the contribution of packaging from two aspects: for the first time, media-relevant contact data of consumers and packaging were quantified and compared with other advertising media, and secondly, the potential of packaging for reaching marketing and communication goals was determined on this basis and subjected to closer analysis.

Networking Break, Exhibition

The Counterfeiting Intelligence Bureau estimates that global counterfeiting is 5 to 7% of international trade, equivalent to more than $500B a year. While many security solutions are available on the market today, very few are designed for large scale deployment. In response, AlpVision invented an industry-suitable authentication technology that performs genuine-or-fake verifications of packaging components (labels, carton boxes, blister packs) using a flatbed scanner, camera or iPhone 4. Dr. Fred Jordan will describe this technology and explain how printing and packaging companies can use their existing equipment (Offset, Flexography, Rotogravure) to offer branded product manufacturers high security solutions at zero production cost.

Andreas Blaschke
President of ECMA
Öystein Aksnes
President of CEPI Cartonboard
Pro Carton

Together with the audience, the winners of the Pro Carton ECMA Awards and the presidents of the European carton and cartonboard industries discuss the necessity of constant innovation and its impulses.
Join the discussion: either at the event, or already send your questions for the discussion per E-mail to the Pro Carton congress office


QR code, DataMatrix, 1D barcode … more and more brands are using packaging to engage customers in the digital world. GS1, a BarCode expert company for more than 40 years, is proposing to help you identify the impact on the physical packaging and anticipate new business opportunities. The technical aspects will be illustrated by several examples of existing mobile applications enabling digital packaging.


This presentation looks at how brand design is using and working with ever improving technology to enhance communication and interaction with the consumer. Satkar Gidda will also present actual and potential examples from various sectors including FMCG, pharmaceutical and services.

Pro Carton
End of Congress, Farewell coffee, Airport Shuttle