New mobile marketing activity designed to give consumers direct access from the shelf to Woolworths Fresh Magazine recipes
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
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...
Paul F
Driving digital marketing effectiveness