Nokia & VOX

Case study

"Proxama worked with Nokia to launch an NFC marketing campaign in VOX cinema foyers across Dubai"


In November 2011, Proxama worked with Nokia to launch an NFC marketing campaign in VOX cinema foyers across Dubai, which was managed by our TapPoint® platform.

The campaign targeted cinema-goers who owned the Nokia N9 handset. They were invited to tap an NFC-embedded smart poster with their handset to download vouchers for offers, including free cinema tickets and popcorn.


The N9 handsets were preloaded with Proxama’s TagCenter® app and cinema goers were asked to tap smart posters to collect their movie vouchers.  When ready, consumers could instantly redeem their vouchers at the till by tapping a poster; this instantly recalled the voucher on their phone which could be presented in exchange for a free movie ticket.

Although multiple offers could be collected over the campaign period, Proxama’s TapPoint® voucher logic restricted vouchers to one per day and for consumers with Nokia N9 phones only.

In addition to movie tickets and free popcorn vouchers there was also a social media element to the campaign. Consumers were invited to tweet about their experience as well as ‘Like’ Nokia on Facebook by tapping their NFC devices on a poster.


The campaign ran in multiple cinemas across Dubai for a three month period and was deemed a great success, winning the Best Marketing Campaign using Contactless/NFC Technology at the Contactless Intelligence Awards 2012. Highlights included:

  • 5364 transactions over two months
  • Averaged to 88 transactions per day per location
  • 55% of customers who tapped to collect a cinema voucher redeemed the offer
  • 62% of customers who tapped to collect a popcorn voucher redeemed the offer
  • High propensity for repeat consumer interactions: campaign was interacted with on average 10 times