Proximity Marketing Network Live on Transport

Case study

Overview

Over the past year, Proxama has joined forces with Exterion Media and First Group Buses to deliver the UK’s first beacon enabled transport network, allowing commuters to receive contextually relevant information via a city centric application, available on both Android and iPhone. The initial rollout was across 110 bus routes.

With an integrated campaign consisting of innovative mobile proximity marketing technology: Bluetooth Low Energy (BLE), Near Field Communication (NFC) and QR codes. The city services app, Loka, available on both Android and iPhone, was launched ahead of a full smart cities project to allow testing of a transport network as an entity in its own right.

A key aim of this initial project was to pilot the value of the network and its proximity capabilities for a wider roll out to other transport services nationally in 2015.

Solution

Proxama, Exterion Media and First Group buses wanted to enrich the commuter journey with relevant information based on consumers being in the right location to receive it. By digitising an advertising network and joining this with traditional Out of Home (OOH), commuters have a spare moment to see and think about your brand in an environment where they are relaxed, seated and looking for something to occupy themselves.

The content has ranged from specific city based information informing users of events, offers and promotions to big brand information from the likes of McDonalds to a specific restaurant guide for the week.

The use case utilised Proxama’s TapPoint® platform for the creation and management of the app experiences, allowing us to be flexible and respond in real time to consumer behaviours as detailed insight was fed back via dashboard analytics.

Due to the success of the project Proxama were able to extend the transport network into Norwich’s black taxi cab network, where we are seeing continued success and uplift in click through rates.

Technologies deployed

  • iBeacons: to trigger further exclusive content via Bluetooth Low Energy to commuters on 110 routes in and out of Norwich city centre, followed by beacons deployed within the Norwich taxi network

Pull marketing techniques:

  • Near Field Communication (NFC) and QR code enabled smart-posters to encourage consumers to download the app directly from Out of Home advertising on the transport network e.g. back of bus seat advertising

Outcome

  • 30% of users clicked through from receipt of notification
  • The successful network pilot has led to 500 London buses, 4,000 taxis and 8 airports being beacon enabled nationally
  • The busiest time of engagement is midday