Connecting the corrugated packaging industry
The winner of the DEN Award for Best Digital Exhibition , sponsored by Showcase , was ConneXion by The Virtual Event Company and Brunton Business Publications . Mike Fletcher looks at how the corrugated packaging sector was brought together in a virtual expo
When the coronavirus pandemic struck in early 2020 , global businesses were transformed overnight . For the corrugated packaging sector , the impact was two-fold .
Companies producing packaging for luxury goods saw orders evaporate , whereas those producing corrugated packaging for critical supplies such as e-commerce , pharmaceuticals , food and drink and the like , were running at around 120 % capacity and required additional machinery to fulfil the demand .
Brunton Business Publications , publisher of International Paper Board Industry , The Packaging Portal and Corrugated Today , had witnessed this disruption . With the worldwide postponement of major trade fairs such as Drupa and Interpack , it saw an urgent need to foster an online community for packaging professionals , which could support businesses and facilitate orders .
The solution was ConneXion - a virtual trade show and accompanying mobile community app , which shared news and video content ( think LinkedIn for the corrugated industry ).
The Virtual Event Company ( TVEC ) was tasked with challenging the status quo in the exhibition market to come up with a digital platform and trade fair concept that would innovate , drive engagement and work across multiple timezones .
Hyperfair ’ s virtual reality technology was chosen for its unique ability to engage an audience and allow visitors to do business on a more human level , via interactive avatars and native chat functionality .
Some 35 partner exhibitors brought their products and services to life in a Virtual Reality ( VR ) trade show environment with 3D rendered stands , product showcases , live demos and downloadable collateral , whilst speaking with 2,314 registered visitors from across the world via chat , email or by phone .
Visitor avatars could interact with each other , as well as with stand holders , swap business cards , access pre-recorded conference content , and even change their bespoke look and attire before walking the
AVATARS COULD INTERACT WITH EACH OTHER , SWAP BUSINESS CARDS AND EVEN CHANGE THEIR BESPOKE LOOK AND ATTIRE .
show-floor .
In the three months leading up to ConneXion , TVEC helped Brunton Business Publications to create stand specifications , manage the logistics , floor-plan and timeframe , plus produce