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1545 doohf martin porter
- 3. Point and Find Nokia
- 5. Interaction with any given ad 23%
- 6. Over 5 uses on average
- 7. 43% of viewings resulted in click through to an offer
- 8. Candy ads generated the most clicks
- 12. 30 sec walk by became 7 minute engagement
- 13. 1.5 m people
- 14. 5,672 took part
Notes de l'éditeur
- This campaign was recently run by Posterscope/JcDecaux and Nokia to trial Nokia‟s Point & Find technology. During the trial, viewing any of the poster sites in Colchester, South East England through the camera of a compatible Nokia phone automatically offered the user on-screen hyperlinks to content specifically related to the poster in question, ranging from video clips to competitions. To take advantage of this users installed the Point & Find app which uses a combination of image-recognition and GPS technology. The purpose was to test just how interested ordinary citizens might be in using their smart-phone cameras to interact with poster sites and to gain insights regarding content types, user profile and usage patterns. To some extent QR codes do have similar functionality however the main reason that they have not become mainstream outside of Japan is that there has been insufficient media activity that explains the proposition and encourages consumers to download the software. The trial produced a huge amount of data with some of the outcomes being: Of all the people in the test city with a compatible handset, 3% downloaded the app which if extrapolated nationally would be one of the most popular apps in the Ovi store. The average number of app users interacting with any given ad campaign was 23%. (5 different campaigns ran during the trial) During the 4 week test those with the app installed used it over 5 times on average 43% of poster viewings through the app resulted in a click through one of the links offered on-screen The confectionary/candy ads generated the greatest number of clicks. This is not necessarily surprising as Posterscope‟s separate study, OCS*, which analyses mindsets, thoughts, attitudes and activities against an almost infinite number of audience segments, reveals that 16-18 year olds are 270% more likely to want to receive content to their phones than the national average. Featuring a „call to action‟ on the poster increased interaction levels Video and facebook links were most popular
- This campaign was for the pre-launch of the Mini Countryman. The car was the biggest Mini produced and the first ever 4 door. The idea behind the campaign was then to create a mini world record by cramming as many people into a mini as possible – but all done digitally – befitting Mini’s quirky style. To make it happen a green screen filming booth was placed in shopping malls, stations and city centre streets next to a life size fibre glass version of the car. The car windows were covered with a special film that allowed them to be used as video projections that enabled people to see themselves squashed into the car as part of the world record attempt. Consumers could visit the Mini stand and create a video of themselves in an on site video booth pressed up against a screen. You then had the opportunity to share your video with friends either by email or via Facebook. The Mini website and facebook page was also hosting the videos live as they were produced. The activity ran across 8 cities. A 30 sec walk by became a 7 minute engagement and 1.5m people stopped in their tracks. 5,672 crammed themselves into the Mini and it was so successful that the car sold out before it even launched.