NFC and Advertising

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In his presentation Oliver shows how NFC could boost mobile marketing and mobile commerce. He will discuss whether and where NFC is superior to other mobile marketing technologies as bar codes and bluetooth.
Oliver is co-founder and creative director of the Transformer Werbeagentur AG. Transformer is a advertising agency based in Zurich. Since 2007 Transformer runs for crossmedia purposes the inhouse unit “transformer mobile lab” with a strong focus on mobile tools and mobile marketing.

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NFC and Advertising

  1. 1. WERBEAGENTUR AG OLIVER STÄCKER oliver.staecker@transformer.ch NFC and Advertising
  2. 2. The advertiser’s situationGENERAL Costumers are glutted by “call to act” messages in advertising and promotions Costumers often mistrust the messages Costumers want a benefit Costumers want/need an easy way to react Advertisers need leads
  3. 3. The advertiser’s HopeGENERAL no installation no app search no typingno typing no on/off mode
  4. 4. NFC AdvantageGENERAL ONE TOUCH
  5. 5. Media strategyGENERAL POS Direct Mailing Restaurant/Bar Info Material Smart Poster Lorem Ipsum do.
  6. 6. NFC to trigger other servicesGENERAL URL pushprewritten SMS downloadsdatabase
  7. 7. And what about NFC apps?GENERAL Advertising is strong project orientated. > every product or service follows different (media-) strategies because of different target groups A campaign runs only between 2 weeks and 2 months Mostly developing an app takes too much time and causes high costs Paying an annual licence fee for a two weeks period doesn’t make sense
  8. 8. And what about NFC apps?GENERAL Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Brand Lorem Ipsum do. POS Direct Marketing Restuarants/Bars Brochures Smart Poster Milk Product Car Sportsclub Insurance NGO Public transport Fashion label Food Wellnessproduct Bank Construction Senior-Residence Airline Alcopop Furniture
  9. 9. Direct MailingUSE CASE The mailing card includes a personalized NFC tag
  10. 10. Direct MailingUSE CASE Max Muster Beispielstrasse 3 8004 Zürich Max Muster 9889 079 710 20 30 Printing process includes printed personalisation and activation of the tag
  11. 11. Direct MailingUSE CASE Max Muster Company The pre-written information of the tag contains the registration 9889 079 432 32 71 max muster
  12. 12. Direct MailingUSE CASE The participant is now recognized via his device and his batch Welcome Max Muster
  13. 13. Open air festivalUSE CASE Serving and selling drinks at an open air festival Is restricted by strong rules by the event management
  14. 14. Open air festivalUSE CASE
  15. 15. Open air festivalUSE CASE 2 for 1 Come and visit us at the entrance
  16. 16. Touch point 1 Touch point 2 Touch point 3 Touch point 4 Open air festivalUSE CASE You have collected 10 touch points. enjoy a free beer. But to win the jackpot collect some more…
  17. 17. Open air festivalUSE CASE An overall ranking after the event extends the promotion even beyond the event weekend.
  18. 18. THANK YOU! Transformer Werbeagentur AG, Transformer mobile Lab Häldeliweg 35, 8044 Zürich, Tel. 0041 44 267 44 55, www.transformer.ch, oliver.staecker@transformer.ch

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