Unilever is launching a digital advertising campaign for four of its brands and incorporating QR codes in the images to allows consumers to access tailored brand content on their smart phones by scanning a code or tapping a chip on the advertising posters.
The campaign is being launched in Reading today (5 March 2012) in a trial with outdoor advertising specialist, JCDecaux, and media buyer, Kinetic.
The month-long trial will see Unilever advertise Lynx, Vaseline, Toni & Guy and Magnum on a total of 325 digital six sheets located around the town centre in bus shelters and in the shopping mall, The Oracle.
All of the advertising panels, owned by JCDecaux, have been Near Field Communication (NFC) and Quick Response (QR) code enabled by Zappit for the duration of the trial.
Once consumers have used the NFC or QR technology, they will enter a Unilever area, where they will have access to electronic coupons, competitions and bespoke information relating to the advertised product.
According to Unilever, it will also be able to capture crude data from consumers to build a more accurate consumer profile; while extensive research will be conducted around the trial by Kinetic.
Richard Brooke, communications buying Manager at Unilever UK, said: “Today’s marketing is increasingly about finding ways to have conversations with our consumers, rather than using traditional one-way forms of advertising and promotion. This trial is a test-bed to understand the way in which we can use smart phones to open up new ways of enabling brand interaction. If the trial proves consumers enjoy this interaction, it could shape the future of marketing. It’s an exciting time for advertising and we’re pleased to be leading the way in this exploratory trial.”
Unilever said Reading, understood to be one of the UK’s most tech-savvy towns, with a high proportion of smart phone users, was chosen as the location of the trial due to its broad demographic population, its well-used bus service and a thriving retail town centre.