A new outdoor Google advertising campaign using NFC and QR technologies to allow people to take over the panels has been rolled out at airports in Sydney, Melbourne and Brisbane, and described as a 'world first'.
Ooh Media has delivered the new campaign for the Google Play store, which allows people to interact with the lightboxes using their Android mobile devices to download content including music, apps, magazines and books using the free wifi provided.
Ooh’s business strategy director Warwick Denby said: “Back in 2002 when Minority Report featured a scene where billboards talked directly with individual consumers, this was only the stuff of science fiction.
"This campaign is a real example of how the traditional billboard and technology can work together to gain a deeper connection between a brand and individual.
“It demonstrates how well online and digital billboards work together, and how smart phones can drive engagement and enable consumers to connect and transact with the brand online – immediately.
"We believe this signals the start of something really remarkable for how companies market to the consumer and what is great is that this digital innovation is being driven out of Australia.”
The campaign was devised by PHD Communications, with planning director Jenn Brown saying the campaign had to be “rewarding, interactive and truly mobile”, based on insights from the Source planning tool they utilise.
It was created by M&C Saatchi agency Mark, with Creative Director, Chris Little adding: “Airports are busy, cluttered spaces so we knew we needed to grab people's attention to cut through.
"We combined airport codes with recognisable destinations from songs and band names and allowed commuters to connect to the screens and Google Play to browse and download a range of entertainment for their flight."
According to Ooh Aussie airports were chosen to trial the new technology because of the high dwell time for travelers, as well as the high penetration of smart devices, and high footfall.
So far the campaign has received over 2,000 interactions.