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!