Interactive partnership positions Vodafone in the lead with outdoor campaign
Vodafone New Zealand is the country’s first advertiser to use interactive outdoor advertising posters with Hypertag technology.
The campaign, which builds on the values and massages of Vodafone’s Mayfly Make the Most of Now theme, marks the launch of a partnership between The Hyperfactory in New Zealand and Aura, an Australian provider of interactive mobile & wireless technology including Hypertags.
The Vodafone posters, created in association with Adshel outdoor media, are located at selected bus shelters nationwide. They invite Vodafone consumers to use the infrared capability in their mobile phone to download a free animated Mayfly message, which reminds them to make the Most of Now by trying something new.
“Vodafone is delighted to be the first in New Zealand to use this form of engagement with customers,” says Larrie Moore, General Manager of Brand and Consumer Marketing.
“We have a history of using innovative marketing concepts to provide our customers with cool offers which really surprise and delight them. The interactive poster is free for Vodafone users and reminds them to Make the Most of Now and enjoy today.”
Darnell Dixon, General Manager of Hyperfactory, says the launch of Hypertag technology in New Zealand ushers in a new era of interactive marketing which will engage consumers in a variety of ways and offer them a range of free downloads to their mobile phones including ring tones, wallpapers, animated screen savers, java games and mobile discount coupons.
“By partnering with Aura we can offer advertisers technology that brings them closer to their consumers, creates memorable experiences and invites viral sharing of product related information,” he says. “By adding our own technology to Hypertag we have been able to keep this offer exclusive to Vodafone users by recognising their mobile phone.”
Adam Dunne, Sales & Marketing for Aura, says that Hypertags set up in outdoor street media offer advertisers a measure of accountability. “It is one way to measure out-of-home media and it provides advertisers with a good indicator of the overall impact and success of their creative message,” he says.
Natasha Campbell, Sales Director of Adshel, says the company has been actively driving the introduction of innovative outdoor media in New Zealand to help advertisers recognise the potential of the medium. “Our ‘Create’ range of solutions launched last week offers leading-edge interactive outdoor marketing and opens up massive opportunities for brands who want to improve consumer interactions,” she says.
