HP Indigo's INNOCAN®: 33% Scan Rate with Smart Can Activation
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33%
76%
2024
About
HP Indigo INNOCAN
At DRUPA 2024, the world's premier trade fair for print and packaging technologies in Düsseldorf, Germany, HP Indigo introduced INNOCAN® - a revolutionary digital-offset decoration technology for sheet-metal cans. Developed in collaboration with Actega Metal and Brasilata Labs, INNOCAN® empowers can makers with the flexibility and precision of short-run digital print, bringing unprecedented creative and operational possibilities to metal packaging. Rather than relying on traditional static demos, HP Indigo partnered with ProQure to transform their product launch into an interactive, measurable experience that would resonate with global industry professionals, brands, and technology innovators.
The Challenge
Launching breakthrough technology at a massive trade show like DRUPA presents unique challenges in capturing attention and driving meaningful engagement among thousands of exhibitors and attendees. HP Indigo needed to move beyond static product demonstrations to create memorable, interactive experiences that would differentiate INNOCAN® in a crowded marketplace.
They required a solution that could activate the physical printed cans as the primary storytelling medium, provide instant access to rich contextual product content, drive qualified demo bookings through seamless mobile interfaces, capture high-quality first-party data from global prospects, and ensure the experience was accessible to an international audience spanning multiple languages and regions.
The ProQure Solution
HP Indigo partnered with ProQure to layer digital intelligence directly onto their INNOCAN® product launch, using connected packaging and mobile-first user experiences to enable real-time interactions from the product itself.
The comprehensive solution deployed QR-enabled cans across 100 strategic booth touchpoints throughout their exhibition space, created a modular, mobile-first experience delivering tailored product content and compelling visuals, integrated streamlined demo booking flows for immediate lead capture, implemented quick interactive forms designed to unlock visitor insights and encourage deeper engagement, and provided real-time analytics and reporting to inform both on-site adjustments and post-event strategy development.
The Result
Despite being a focused deployment within the massive scale of DRUPA, the connected INNOCAN® experience delivered exceptional results that exceeded expectations for trade show engagement. The campaign achieved an impressive 33% scan-through rate on physical touchpoints, significantly outperforming typical trade show interaction benchmarks.
The global reach was remarkable, attracting 99 new users representing 76.15% of all engagement, with visitors from 21 countries including Brazil, Germany, China, and the United States. The experience successfully captured multiple browser languages including English, Portuguese, Hebrew, and French, demonstrating true international appeal. The real-time analytics provided valuable insights for both immediate booth optimization and long-term strategy development, while the integrated demo booking system streamlined lead qualification and follow-up processes.
What's Next
The success of the INNOCAN® connected packaging launch at DRUPA has established a new standard for trade show product activations. HP Indigo continues to leverage connected packaging strategies for ongoing product launches and customer engagement initiatives, demonstrating how traditional B2B technology demonstrations can evolve into dynamic, customer-driven interactions that deliver measurable business value and actionable market insights.