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Visa adds first hotel wifi sponsorship to OOH campaign targeting Chinese tourists

PSI, Posterscope’s international division, has signed its first hotel wifi sponsorship deal, for Visa China, as part of a wider out-of-home (OOH) campaign promoting its China Merchants Bank card to Chinese tourists as they arrive, travel to and stay in London.
The sponsorship, delivered in partnership with Luxia Global and Starcom UK, incorporates sponsorship of guest wifi services in 68 four and five star hotels across London throughout July. Users will be identified through browser language, served messaging in Chinese, and later retargeted with digital ads on relevant tourist and shopping websites.
RoccoForte Brown's Hotel Smartphone
The sponsorship completes a campaign appearing along the Heathrow to London “travel corridor” featuring digital OOH sites throughout Heathrow’s T5 terminal, lamppost banners across Central London and in shopping hotspots, plus a wrap of a Central London tourist bus.
James McEwan, deputy MD, at PSI said: “We are delighted to have been able to secure this sponsorship opportunity and add a targeted element to Visa’s wider campaign for its China Merchant Bank card. By supporting the provision of wifi in key hotels frequented by Chinese visitors to London, we are able to put the brand directly into the hands of the target audience at a time when they are relaxing and open to receiving brand messages.”
A spokesperson for Starcom UK, added: “The sponsorship of guest wifi is an exciting addition to our campaign for the China Merchant Bank card. The ability to reach these travellers in their own language as they arrive in London, and be associated with such a highly valued service as guest wifi is a great manifestation of Visa’s brand desire to be ‘everywhere you want to be’.”

O2 Campaign Demonstrates Strength of the Network to Audiences

In the wake of being voted by U Switched as providing the best network coverage, O2 launch their new digital out-of-home (DOOH) campaign on 12th August 2016.
To illustrate the great coverage O2 provides, the campaign promotes the tens of thousands of free O2 Wi-Fi hotspots across the UK, as well as to demonstrate how well each location is covered. Utilising O2’s own business data, Iconic DOOH locations have been hand-selected within UK cities where O2 have particularly high levels of 4G coverage and free Wi-Fi spots.
The campaign will use Route data to establish the relevant city for each location and, using the Liveposter platform, O2 will dynamically serve localised messages displaying the number of Wi-Fi hotspots available in each specific area, along with the actual percentage of coverage in the area. Due to the screen copy being location specific, the campaign inspires audiences to feel that O2 coverage follows you everywhere you go. By optimising the copy and making it relevant to each city, O2 aims to increase brand awareness and reinforce their positive network message.
Forward Media have worked with Posterscope, using Liveposter technology and VCCP to tailor copy dynamically so that every single DOOH screen is relevant to each location.

Minute Maid WiFi Chair

In order to increase brand loyalty for Minute Maid, Posterscope China placed branded WiFi enhanced chairs in customer-concentrated shopping malls so that consumers could charge their phones and use the free WiFi. This, combined with other formats, including bus shelters, road light boxes and subway MEGA LEDs, delivered the main campaign message to the target audience.
Three WiFi chairs were initially launched in Shenyang, however over 30 more were added to shopping centres in Changchun, Chongqin, Shanghai and Tianjin.

UPC WiFi Spots

UPC introduced 500,000 free WiFi spots in the Netherlands.
A famous Dutch celebrity, Johny de Mol, supported the campaign TV commercial. In front of the UPC stores passersby were invited to sit on the couch (the same couch from the UPC television commercial) and have a photo with a digital Johny. Participants could then win the couch and were immediately registered for the UPC WiFi spots.

NYC Plans Free WiFi via Digital Kiosks Carrying Ads

In one of the more ambitious municipal digital access projects ever undertaken, New York City is planning to bring free public WiFi to the masses with a project that will replace thousands of public pay phones with a network of digital kiosks called LinkNYC.
In addition to the free WiFi, the “Links” — as the kiosks are called — will have touchscreen interfaces and carry digital advertising on large displays on the sides of the rectangular, monolith-style installations.
The LinkNYC plan would massively expand WiFi availability across all five boroughs of New York City through up to 10,000 of these Link stations, which would also offer free charging stations for mobile devices and free voice phone calls anywhere within the U.S., as well as more standard pay phone services like access to information and emergency hotlines.
The plan envisions two versions of the kiosk, a broad model with more display surface for commercial areas, and a narrower, more understated model for residential neighborhoods. Installation is scheduled to begin next year.
Advertising plays a key part in the program, which calls for most of the buildout and day-to-day operations to be funded by ad revenues. The city estimates that digital advertising on the kiosks could generate $500 million over the next twelve years, according to The Wall Street Journal. The display surfaces can also carry public service announcements during major events and emergencies.
Via: Media Post

Coca-Cola Tests Wi-Fi Vending Machines

Coca-Cola is availing itself of the growing trend toward Wi-Fi use by smartphone owners with a new strategy to enable wireless connectivity through its branded vending machines.
The Wi-Fi-enabled vending machines are being tested by Coca-Cola and British Telecom in two communities in South Africa. The strategy is the latest example of how Coca-Cola continues to lead the way in mobile marketing by coming up with clever ways to tie its brand to consumers’ love of their smartphones.
Community support
The goal of the new vending machine program is to provide free Wi-Fi to nearby students to increase their knowledge through online research as well as to entrepreneurs and small business owners so they can manage some of their business aspects online.
Coca-Cola previously leveraged mobile payments to simplify purchasing a beverage from one of its vending machines.
The Wi-Fi vending machines are located in Umtata and Nelspruit. They are the result of a partnership between Coca-Cola South Africa, bottling partner Coca-Cola Fortune and BT Global Services.
Coca-Cola is installing the coolers while BT is providing design and support, connectivity and Internet access, as well as business training.
Both vending machines are located in popular areas that see a lot of foot traffic so that the local population can combine day-to-day activities with the opportunity to access the Internet.
No purchase is required to access the Wi-Fi.
Both companies hope to extend the project and install Wi-Fi coolers in various parts of South Africa.
Wi-Fi growth
A recent report from Adobe revealed that over 50 percent of smartphone browsing and 93 percent of tablet browsing now come from Wi-Fi rather than cellular networks.
The trend toward Wi-Fi is expected to continue as Wi-Fi becomes more widely available and high data prices on mobile networks persist.

TfL Tests Free WiFi on London Buses

Transport for London (TfL) has launched a free WiFi trial on two buses operating in the capital.
The trial will see WiFi technology installed on a route 12 bus, operating between Dulwich and Oxford Circus, and a route RV1 bus, which operates between Covent Garden and Tower Hill.
It is hoped that if the trial is successful the sponsors could help fund its extension to further buses in the fleet.
TfL has also begun to trial two further pieces of technology in the form of an upper deck seat indicator and enhanced passenger information screens.
The new technology, which analyses information from the onboard CCTV system, displays seat availability on a screen at the base of the stairs.
Other improvements include the installation of interactive digital screens on Regent Street, delivered in partnership with Clear Channel, and on Eden Street in Kingston, delivered in partnership with JCDecaux, which provide live bus arrival information, alongside real-time updates on other public transport options.
Via: The Drum

Westfield to Trial NFC Technology Within the Next 9 Months

Westfield, the shopping centre group, is looking to trial geolocation and NFC technology within the next six to nine months, revealed Myf Ryan, Director of Marketing UK & Europe for Westfield, at the British Retail Consortium’s omni-channel conference.
Following a presentation on what bricks and mortar retailers need to do to connect with the ever changing habits of consumers, Ryan was asked what Westfield was doing around NFC technology.
While Westfield London has hosted NFC initiatives from other media owners like CBS Outdoor UK, she admitted that Wesfield itself hasn’t done a lot, citing the “very interesting debate” happening around brands harnessing the data transmitted by devices and using it to target consumers in a specific area with messaging around offers or in-store deals.
“We haven’t specifically trialled geolocation or NFC technology yet but we are working with our digital team in San Francisco and it is something we are looking to trial within the next six to nine months,” she said.
Discussing more widely what bricks and mortar retailers need to be doing to connect with the digitally minded consumer, Ryan added that creating a destination is key to success.
“There is a much bigger focus on the experience, focussing on fewer but bigger flagship destinations. Creative destinations are also being delivered by immersive experiences, they are a means of capturing the consumers’ attention but it is important that they are placed at the centre of the action,” she said, later adding that technology is an enabler of this.
“The next stage of the digital and physical convergence is to enable highly immersive shopping experiences in whatever environment they are in and whatever device they may be using. One reason for doing this may be financial, omni-channnel consumers spend four times as much as people shopping through traditional channels,” she said.
She went on to discuss research commissioned by Westfield which found that, at minimum, having a decent mobile signal when shopping is important for more than 80 per cent of its shoppers and added that free WiFi results in a considerable uplift in engagement, although it has not been made mandatory for Westfield retailers.
This is all the more important in the UK where Ryan believes consumers are much more sophisticated when it comes to navigating a brand’s mobile offering.
“Looking at the Western global world – so UK, USA, and Australia – UK consumers are far more advanced. They are more at ease in the digital world,” she said.
Ryan praised a number of brands for their efforts in bringing the physical and online worlds together, including luxury retailers like Burberry and Louis Vuitton, but ended by saying that for her John Lewis is one of the stand out retailers with its compelling in-store, online, mobile and click and collect offering.
Via: The Drum