Nestle taps into NFC for Woolworths marketing campaign

New mobile marketing activity designed to give consumers direct access from the shelf to Woolworths Fresh Magazine recipes

Nestle uses Tapit NFC technology for Oat and Strawberry campaign to give consumers mobile access to recipes with one touch
Nestle uses Tapit NFC technology for Oat and Strawberry campaign to give consumers mobile access to recipes with one touch

Nestle has launched a new campaign which utilises NFC tag technology and QR codes to provide customers with new recipe ideas in Woolworths Supermarkets.

The four-week engagement activity is running across 480 Woolworths supermarkets and marks the launch of the brand’s ‘Oats and Strawberry’ campaign. Consumers tap the enabled aisle fin using their mobile device and gain immediate access to recipe ideas from Woolworths Fresh Magazine.

The initiative is thanks to a partnership between Nestle, NFC communications technology provider, Tapit, and TorchMedia.

In a statement, head of sales for Nestle’s cereals products in Oceania, Dean Carberry, said the Nestle brand was looking for new and innovative ways to drive engagement with shoppers.

“Shelf conversion is a challenge for the Oats category, so we decided to amplify our Oats and Fresh strawberry campaign in Woolworths with a Tapit NFC enabled aisle fin,” he commented. “This will connect shoppers directly with oat and strawberry recipes, developed in partnership with Woolworths Fresh Magazine, to help drive consumption occasions.

“We are excited about this technology, which will enables us to make instant changes throughout the four-week campaign.”

Tapit commercial director, Ben Wagner, said the new activity represented a world-first deployment for Nestle and provided consumers with useful information while helping to drive sales.

“A big challenge for brands is influencing the sale in the last three feet,” he said. The analytics platform behind Tapit’s mobile technology would also allow the brand to view each physical interaction, much like an online campaign, he added.

According to its website, Tapit has worked with more than 50 major organisations to deploy its contactless technology in outdoor media and retail environments including Coca-Cola, Nike, Johnson & Johnson and Vodafone.

A recent activity was with Westpac, providing bus commuters with new content using the contactless technology.

In another example of the contactless technology being used for advertising, Google launched NFC-enabled billboards last year for its Play app store across Sydney, Melbourne and Brisbane domestic airports, in partnership with oOh! Media.

The search giant has since rolled out billboards across thousands of bus shelters in the US utilising Tapit’s technology.

TorchMedia and Tapit said work is underway on deploying further contactless communication projects with brands later this year.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

I'm looking forward to Marketo moving toward providing these type of engagement metrics. The vision is there - what happens next to the p...

Emily Dick

Marketo CEO: Stop using outdated metrics, start basing marketing on engagement

Read more

Latest Podcast

More podcasts

Sign in