Don't like what you see on a digital billboard? Change it. A new NFC-enabled campaign from Google will allow you to master the billboard with your phone as a remote control.
Rolling out across Ooh!Media's digital network at Sydney, Melbourne and Brisbane airports, the campaign will seek to promote Google's Play online store.
Travellers will be able to use their smartphone or tablet through either NFC or QR code functionalities to connect with the billboard and choose between 39 panels featuring Play content.
Android phone users will also be able to download Google Play content such as books, apps, magazines, movies and more using free WiFi. Perfect for the upcoming plane journey, except, you know, during taxi, take-off and landing.
Ooh!Media said the campaign is a 'world first' in how it allows consumers to control the large-format out-of-home ad with mobile devices.
Ooh!Media group director – business strategy Warwick Denby said: “The Google Play campaign is Ooh's most unique use of NFC, QR and Red Crystal technology to allow consumers to control a screen without needing to download an app. They can select the content they want displayed on the big advertising screens and then download movies, magazines, books, music or games from the Google Play Store immediately to their android device.
“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.”
The creative was developed by M&C Saatchi's Mark while media and strategy has handled by PHD.
Mark creative director Chris Little said: “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."
PHD communications planning director Jenn Brown said: "We wanted the campaign to be rewarding, interactive and truly mobile. We wanted this to be at a moment where consumption of entertainment content was top of mind and the airport environment content was top of mind and the airport environment delivered on all of these elements."
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