nfc- what have we learnt so far
DESCRIPTION
There is a wealth of location-based mobile opportunities now available - from tried and tested approaches like Geofences to the as yet unproven Beacons. We believe that a wide range of technologies, including NFC, will continue to successfully co-exist. Here we share some of our NFC learnings from the past year. We hope you can spare some time to read it amongst all the Christmas festivities taking place this month.TRANSCRIPT
NFC
NFCClients
Formats /Environments
Roadside 6 sheetsPub beer matsIn-store window displays
Key Facts
Posterscope have been testing and demonstrating NFC to our clients since 2009
In 2011, Posterscope in partnership with Proxama ran the UK’s first pilot campaign for the X-Men movie
Over the last year there has been a sizeable increase in NFC campaigns
According to GSMA, in 2013 there are 11 million NFC enabled UK consumers
There is a wealth of location-based mobile opportunities now available - from tried and tested approaches like Geofences to the as yet unproven Beacons.
We believe that a wide range of technologies, including NFC, will continue to successfully co-exist, and here we share some of our NFC learnings from the past year.
WHAT HAVE WE
LEARNTSO FAR
NFC
NFC
Key Learnings
Brand equity statements and purchase intent can increase significantly. For Becks Vier...
Interactions tend to peak during the first week of a
campaign so brands should consider changing the OOH
creative and consumer reward for the second week.
A strong, clear and simple call to action increases
interaction rates.
Transworld Publishing has been our most successful
campaign. Whilst the reward was a sample chapter the poster simply referenced
‘freebies here’.
Interaction levels are still modest and appropriate location selection is key.
Apple users interact less. iOS can interact with most NFC campaigns using the QR code option, however only 24% of interactions
were from iOS.
NFC now accounts for over a third of interactions (when offering both NFC and QR options) and this has dou-
bled in the last year.
VS
51% said it would make them more likely to purchase a Becks Vier in a pub/bar and 32% for off-trade
The NFC campaign also increased 11 brand equity statements shifting the average from 51% to 68%
Consumers claimed it made the brand seem more innovative, progressive and trendsetting
Content
Exclusive music remixes Free mp3 downloads Competition entry and prize fund status
Facebook page link Sample chapter Vouchers & appdownload
Directions fromyour location
Emergency cashservice details
Buy the advertisedoutfits straight from
the poster
Posterscope have been testing and demonstrating NFC to our clients since 2009
In 2011, Posterscope in partnership with Proxama ran the UK’s first pilot campaign for the X-Men movie
Over the last year there has been a sizeable increase in NFC campaigns
According to GSMA, in 2013 there are 11 million NFC enabled UK consumers
NFCEnsure a strong, clear and
simple call to action and give consumers a decentreward for their efforts.
01#
If appropriate highlight thatinteraction leads to free
stuff or discounts.
02#
Manage brands expectationsregarding likely performance.
03#
Change the OOH ad creative and mobile reward after
week one if possible.
04#
Collect interaction data in realtime and act on it quickly tooptimise the outdoor call toaction or mobile experience
(Ask Posterscope about their platform.)
05# 5GoldenRules
NFC has seen good progress. What’s needed now are some hero applications that take the experience to the next level and inspire both brands and consumers
regarding the possibilities!