Klabin Produces With Empathy your Exclusive and Interactive Box
For over 120 years, Klabin has dared to experiment with innovation. In these challenging times and on this pillar, we invite all employees, customers, and society as a whole to build this new future. In 2021, we at Empathy held the INOVA Klabin Festival at Home in a fully digital format. We take the physical experience to the platform, developing an interface of sensations on the website with Smartsense® resources, a surprising digital experience in which the visitor’s innovative person profile is discovered, and the invitation to innovation with Kit Matrioska Klabin, an unboxing experience made 100% from company materials. The Festival was a Tech and Touch challenge, as it surprised us with usability experiences, bringing all the sensations of the physical event to digital.
For the user experience on the digital platform, specially designed for the festival, with access via QR code and URL on cell phones, tablets, and computers, we propose a journey for each person. From the Smartsense® quiz, the user had access to knowledge organized by themes: Klabin Aspiration: A Look to the Future; Operational Excellence: Overcoming the Klabin Way of Working; Technology: From Forests to Packaging; Sustainability is in our DNA, and co-created design builds networked solutions, which are present in each dome, each one representing one of the pillars of Klabin. In these virtual domes, specially created for this purpose, it was possible to access content through workshops, videos, and lectures.
To reinforce this connection, we sent to people located in Brazil and abroad, the Matrioska Kit, produced with different materials from Klabin factories; with each layer removed, a new item was revealed. All of Kit’s communication was thought through in terms of how to connect with the event and with Klabin’s origins—the first impact already has Klabin forests printed on the box, and so on. With the kit, it was also possible to access relevant content within the brand’s values through a collaborative playlist and make it available on an audio platform through a QR Code located on the cell phone speaker.
On the digital platform, specially created for the event, the environments chosen for the beginning of the journey were: a forest, to sharpen curiosity; the desert, evoking the presence in that moment and space; the sea, representing the awakening of each one’s strength; and urbano, with stimuli that challenge attention. All elements on the site were design-oriented, in which each sensory, auditory, and visual element was a real physical experience, providing greater proximity to Klabin’s values.
We had illustrations of virtual domes, and these were inspired by their manufacture in the ancient art of origami and their structure, which was made in a sustainable way from the idea of the versatility of cardboard. Each one represented a theme to be covered, as well as the interactivity inside each dome in 3D format and the dynamics through selfies. All these elements were guided by design, and for each element, it was possible to perceive the sensory, auditory, and visual aspects as if it were a real physical experience, providing even closer proximity to Klabin’s values.
The Matrioska Kit reinforces the care and attention that Klabin has for its public, inviting each person to engage with the brand’s values and interact with the content distributed on the digital platform. In the boxes, with an innovative design, each layer revealed a customized item with a product essentially made with Klabin’s final products: a sachet of gel alcohol; straws, cutlery, and glass; a notepad; a smartphone video projector; a Luna Klabin puzzle; VR glasses; and a sound amplifier for a smartphone.
Inviting each person to engage with the brand’s values and interact with the content distributed on the digital platform. In the boxes, with an innovative design, each layer revealed a customized item with a product essentially made with final Klabin articles, in addition to redirecting each box to a moment on the platform through QR Code: with it, we go to the virtual and 3D model of the Puma II, we access exclusive playlists from the event, and we even project the Viso INOVA video and dive into the Klabin Forest with the video and VR glasses.