Exterion Media & First Aberdeen

Case study

"The first fully interactive bus campaign in the UK to utilise both NFC and QR technology"

Overview

In April 2014, Proxama partnered with Exterion Media and First Aberdeen, to pilot an innovative new customer engagement campaign utilising NFC and QR technology. As the first fully interactive bus campaign in the UK to utilise both NFC and QR technology, it was deployed across 20 bendy buses in Aberdeen, Scotland.

By using proximity mobile marketing Exterion Media was keen to understand how bus travelers can best engage with mobile technology during their journey, whilst First Aberdeen wanted to trial mobile engagement as part of their campaign to promote the Young Scot Card, which enables cardholders aged between 16 and 18 to access a one third discount from the cost of all adult single bus fares in Scotland.

Solution

The campaign utilised Proxama’s TapPoint® platform for the creation and management of the campaign experiences, including the tap to win mechanic. This enabled First Aberdeen and Exterion Media to track and monitor the number of competition entrants, as well as set perimeters surrounding the number of prizes that could be won at any one time. Using TapPoint® as the content management platform ensured that all campaign content was optimised for all smartphone devices, giving the very best user experience.

Daily analytic reports, sent via the TapPoint® reporting and analytics facility, provided First Aberdeen and Exterion Media with detailed insight into the total number of interactions, competition entries, number of prizes won and Young Scot Card application form requests.

Proxama managed the full campaign process from creative development, to generating campaign content, copy writing, tag issuance and training of First Aberdeen staff.

Outcome

  • The campaign ran for 6 weeks across 2 bus routes in Aberdeen.
  • First fully interactive bus campaign in the UK utilising NFC and QR
  • Total unique interactions 293
  • 72 participants completed the game
  • 19.5 % of participants requested a Young Scot Card sign-up form