New advertising campaign has achieved over 2000 interactions
A new advertising campaign for for Google's Play app store for Android employs wireless near-field communications (NFC) technology and QR codes to get consumers to engage with content from billboards in non-traditional ways.
The campaign, which was rolled out by oOh! Media, allows travellers at Sydney, Melbourne and Brisbane domestic airports to select and interact with content from digital billboards and then pay to download it directly onto their Android smartphone using oOh!’s free airport Wi-Fi.
People tap or scan the side of the billboard using either NFC or QR and the content appears on their mobile device's screen. For example, a consumer might see a book they are interested in reading on a Google Play billboard advertisement at an airport and use a QR code to directly download it onto their device.
“We wanted the campaign to be rewarding, interactive and truly mobile. We wanted this to be at a moment where consumption of entertainment content was top of mind and the airport environment delivered on all of these elements,” said Jenn Brown, Phd communications planning director on the Google Account.
“Already the campaign has achieved over 2000 interactions, which exceeds any of the ‘trial’ OOH and NFC campaign engagement metrics that we have seen globally.”
Warwick Denby, oOh!’s group director – business strategy, said it's a world first and an example of how online and billboards can work together, and how smartphones “can drive engagement and enable consumers to connect and transact with the brand online – immediately”.
"We believe this signals the start of something really remarkable for how companies market to the consumer and what is great is that this digital innovation is being driven out of Australia.”
Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.
There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.
The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...
Ryota Miyagi
How Remedy is using digital marketing and commerce to drive conversion
JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...
Collins Johnson
Oath to fully acquire Yahoo7 from Seven West Media
JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...
Collins Johnson
3-pronged marketing approach for property disruptor Brickx
With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...
Drishti Khurana
How NRMA’s Arlo the Koala chatbot won over customers
Hey, With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you c...
Drishti Khurana
7 innovative brand chatbots