Google lets consumers take control of digital ad panels at Sydney, Melbourne + Brisbane airports using NFC + QR codes via oOh! Media and Mark
The world’s first advertising campaign utilising NFC and QR technologies to enable consumers to take control of digital advertising panels has been rolled out by oOh! Media for Google with creative done by M&C Saatchi’s Mark.
The campaign for the Google Play Store lets travellers at Sydney, Melbourne and Brisbane domestic airports use their mobile device as a remote control to interact with one of 39 digital advertising panels featuring Google Play content.
Travellers can use a smartphone or tablet and Tap or Scan technology to take control of the Google Play advert. They can interact on the digital advertising panels with the Google Play Store content across several genres such as tweens, professionals, high octane and kids. Android phone users can then download selected books, movies, music, magazines or apps directly to their phone using oOh!’s free airport WiFi.
oOh!’s group director – business strategy, Warwick Denby, said this was the first time an advertiser has taken full ownership of a digital platform to create a mass campaign that has enabled consumers to take control of the screen with their smart phones.
Says Denby: “The Google Play campaign is oOh!’s most unique use of NFC, QR and Red Crystal technology to allow consumers to control a screen without needing to download an app. They can select the content they want displayed on the big advertising screens and then download movies, magazines, books, music or games from the Google Play Store immediately to their android device.
“Back in 2002 when Minority Report featured a scene where billboards talked directly with individual consumers, this was only the stuff of science fiction.
“This campaign is a real example of how the traditional billboard and technology can work together to gain a deeper connection between a brand and individual.
“It demonstrates how well online and digital billboards work together, and how smart phones 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.”
Phd communications planning director on the Google Account, Jenn Brown, said the oOh! solution helped Google achieve its objectives of mass awareness as well as driving consumers to interact with The Google Play Store in a relevant environment.
Says Brown: “Drawing on the insights delivered via our proprietary planning tool – Source, relating to the audience, market, category and brand, we determined that our strategy needed to deliver three communication behaviours.
“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.
“oOh! had developed new proprietary technology to bring the strategy to life in a way that answered each of the three strategic imperatives through their digital Fly offering, making them the ideal partners to introduce Google Play with music to the Australian market.
“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.”
oOh!’s group director – fly, Robbie Dery, said Google had chosen Australian airports to launch the new Google Play platform because of the world class, premium digital environment in combination with the high dwell time of travellers which provided a unique mix to encourage maximum engagement.
Says Dery: “Over the years we have invested more than $20 million to deliver the most sophisticated and world class digital advertising opportunities within the airport environment to keep up with the growing passenger traffic. This year we’re expecting over 120 million passengers through our terminals in Australia and New Zealand.
“Integrating our digital Fly inventory enabled Google to own the airport environment and target travelers en-mass who have the time and are in the right mindset to engage with the new Google Play Store platform.
“It’s great to see big brands recognise and invest in the media that will take away-from-home to the next frontier.”
Media and Strategy – Phd
Creative – Mark
Outdoor – oOh!