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.”
Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.
For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.
When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.
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