08/12/2011
Coca-Cola Singapore has launched the very first local Out-Of-Home Near Field Communication (NFC) brand communications platform with MEC Singapore, through Clear Channel Singapore's NFC network this 8th December 2011. Newly launched Fanta and perennial favourite Coca-Cola are the brands that are featured.
Mobile Life!, Clear Channel's NFC enabled network marks a first in the media market, and is a collaborative effort between mobile provider Tapit and Clear Channel Singapore.
The pioneer NFC-enabled communications platform showcases two billion dollar brands from The Coca-Cola Company– the number 1 fruit flavoured sparkling beverage in the world, Fanta, which made its return to the Singapore market in October this year, and the world's number 1 sparkling beverage brand, Coca-Cola.
The NFC-enabled panels feature a static poster alongside an NFC chip embedded in a sticker. The sticker carries the flexible option to connect with the campaign through NFC and/or QR mobile technology. The user is encouraged to either "tap your NFC-enabled phone" or "scan this QR-code" to allow their mobile phone to integrate with the campaign.
The benefit of this technology is consumers do not have to download software onto their mobile phone to enjoy the special brand experiences. With this platform, each tap of the user's mobile phone reveals engaging content – the Fanta NFC campaign allows the user to download a special Fanta ringtone like the one in Fanta's Chase TV commercial, part of its recent "More Fanta, Less Serious Campaign". Coca-Cola fans will be able to download a Coca-Cola Christmas themed wallpaper that can be applied to their cellphones.
The Fanta and Coca-Cola downloads via NFC will be available at 200 NFC-enabled shelters island wide including major hotspots like Orchard Road, Cairnhill Road, Victoria Street and key neighbourhood regional centres until the 21st December 2011.
Apart from combining the best of technology with Out-Of-Home's broadcast reach and frequency, Coca-Cola Singapore's use of the NFC platform is yet another venture between Coca-Cola Singapore, MEC Singapore and Clear Channel Singapore this year, leaders in their respective fields.
"At Coca-Cola we are evolving our marketing to be more about consumer expressions than impressions. To us, an expression is any level of engagement with our brand content by a consumer such as a comment, a "like," uploading or downloading a photo or video or passing content onto their networks. We believe the NFC platform helps us to more tangibly measure these expressions and apply what we learn about consumers, what they like, and how they interact with our brands to future brand activations."
- Rommel P. Fuentebella, Integrated Marketing Communications and Activations, Coca-Cola Far East Limited.
"At MEC, we are constantly evolving our solutions to clients that are grounded in consumer insights and behaviour as well as exploring technology to enrich consumer engagement for the brands,"
- Jennifer Loke, Business Director, MEC Singapore
Media Agency: MEC Singapore
Creative Agency: Oglivy KL (Fanta) McCann KL (Coca-Cola)