At Posterscope we have been testing and demonstrating NFC to our clients for five years, so it’s certainly been a long time coming. In 2011 we ran the UK’s first pilot campaign in partnership with Proxama to promote the X-Men movie.
Over the last year there has been a dramatic rise in the number of clients rolling out NFC campaigns and our 2014 campaign planning demonstrates that growth will continue, helped by the expectation that one third of the smartphones sold globally this year will support NFC.
So far, Posterscope have ran over 20 NFC campaigns with a wide variety of applications and using a range of formats and environments; from bus shelters to beermats and in-store displays.
Brands using NFC include ABInbev, Nestle, KFC, Transworld Publishing, Domino’s, Very.co.uk and many more. A range of applications have been deployed such as the delivery of exclusive music and audio, sample book chapters, vouchering, competitions, social links, maps and directions and even purchase options straight from the poster.
Effectiveness & Learnings:
Brand equity statements and purchase intent can increase significantly:
- For Becks Vier 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.
Interactions tend to peak during the first week of a campaign so brands should consider changing the OOH creative and consumer reward for the 2nd week.
A strong, clear and simple call to action increases interaction rates.
Transworld Publishing created our most successful campaign to date. Whilst the reward was a sample chapter the poster simply referenced ‘freebies here’.
It’s still early days for NFC so interaction levels are modest and appropriate location selection is key.
Apple users interact less. Those with iOS are still important given that they represent 31% of the UK smartphone market and iphone users can interact with most of our campaigns by using the QR code option, however only 24% of interactions come from iOS.
NFC now accounts for over a third of interactions (when offering both NFC and QR options) and this has doubled in the last year.
Of course NFC is no panacea (Beacons anyone?) but all in all its good progress so far. What’s really needed are some hero applications that take the experience to the next level and inspire both brands and the consumers regarding the possibilities…watch this space!