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Etiket augments On the Dot's reality at Cape Town Book Fair

On the Dot commissioned Etiket Brand Design to create an interactive presentation for their exhibition at the Cape Town Book Fair held at the Cape Town Convention Centre from 30 July to 2 August 2010.

Being the leading distribution and logistics company in Africa for media and related products, On the Dot offers its clients solutions for both print and digital needs. Paul de Klerk, Creative Director at Etiket states: "Aligning the Book Fair campaign with On the Dot's extensive print and digital product and service range, and wanting to create interactivity at the stand, we created a high-tech, interactive campaign with Augmented Reality elements, using the campaign line: From Print to Digital. This line naturally plays with the idea that On the Dot offers both print and digital solutions, but also that On the Dot can help their clients to digitise their printed content."

But how did it work? Guests to the stand received a printed leaflet containing a marker or glyph. When guest showed the marker to the stand computer's webcam, a digital world unfolded from the leaflet, communicating what On the Dot offers through a series of three animations. By using Augmented Reality a digital world could come to life in a real-life, printed environment.

"Guests at the stand were astounded with this new technology, really interacting with our messages. Especially the younger attendees were trying to understand this new technology," says Ean Steenkamp, On the Dot's Brand and Marketing Manager.

Says de Klerk: "We are really fortunate to have a client that is willing to experiment with new technologies. This is one of a handful of opportunities where Augmented Reality was used in a communication campaign in South Africa."

People wanting to experience Augmented Reality can visit

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