The Iconic target commuters with APN Outdoor’s Transit Technology
SYDNEY: Leading Outdoor media provider, APN Outdoor, today announces that The Iconic is utilising their ground-breaking new offering, Transit Technology, to reach large-scale bus commuters.
Commencing on June 1 and running nationally, The Iconic’s campaign will employ Transit Technology to reach commuters on both Android and Apple smartphone devices while driving traffic to their app and mobile site. By simply either tapping an NFC coded point or scanning a QR code, commuters are then given access to a link to download The Iconic’s app along with a $10 voucher to use on their next purchase with the online retail giant.
Adam Jacobs, Managing Director, The Iconic commented on the campaign, "E-commerce is fast becoming M-commerce and with up to 50 per cent of visits to The Iconic coming from a mobile device, we wanted to find a scalable campaign that drove interaction with Australians on their phones. APN Outdoor's Transit Technology provides a unique space to engage our market whilst in transit – discovering the latest fashion on The Iconic mobile site or app is much more fun than thinking about your to-do list on the way to work! With the added benefit of being able to supply consumers with a digital voucher, we look forward to analysing the campaign success as data comes in."
Jamie Palmer, Business Manager, Razor added, “Targeting the daily commute formed an important part of our strategy for The Iconic. We’re excited that APN Outdoor has started to roll out growing technologies like NFC in the transit space. The chance to test and learn on this platform, while driving positive engagement outcomes through mobile was very appealing.”
Each APN Outdoor Transit Technology campaign provides advertisers with useful fortnightly analysis on location, frequency, device interaction and time-of-day usage. A recent trial campaign with a technology company – that ran across 150 APN Outdoor buses with 2,000 NFC (TapIt)/QR Code points and 800 standard interior advertising panels – delivered some very compelling results for Transit Technology, including:
- 5,500 interactions over 4 weeks – 5x more than the average Outdoor* TapIt campaign
- 31% more interactions via a NFC phone than the overall TapIt Outdoor** campaign average.
Mark Fairhurst, General Manager – Sales, APN Outdoor commented, “With 77 per cent of bus commuters owning smartphones1 and the average bus trip taking 37 minutes2, the opportunity for advertisers to reach large-scale audiences for a sustained period of time makes Transit Technology broader than anything else currently in the Outdoor market. We congratulate The Iconic on their Transit Technology campaign, it is a great example of how to connect, engage and interact with time-poor, on-the-go commuters.”
Partnering with TapIt, the global leader in Near Field Communications (NFC), APN Outdoor’s Transit Technology is sold in light, medium, heavy and superheavy weight pack options. ###
Outdoor includes Street Furniture & Retail Out of Home
** Interactions for the trial campaign were 46% from NFC and 54% from QR compatible phones
1 Nielsen CMV, Survey #10, 2013
2 Hoop Momentum Study
Figure 1 and 2: The Iconic campaign on APN Outdoor buses nationally, offering a free app download and $10 voucher