Telstra's Mog in NFC push

By By Wenlei Ma | 25 July 2012

Telstra has rolled-out what it claims is the world's largest near field communications (NFC) campaign for its music-streaming service Mog.

In a partnership with Sydney NFC company Tapit, Telstra's out-of-home campaign consists of 270 NFC-enabled posters across Sydney and Melbourne. The campaign is designed to reach 63.5% of its target demographic of 23 to 39-year olds.

The NFC tag built into the posters allows NFC-enabled phones, such as the Samsung Galaxy SIII, to 'tap' or 'hover' near the spot which automatically takes the user the the Mog website. QR codes also accompany the NFC tag for phones not equipped with the new technology.

The campaign is hoping to drive a 14-day free trial of the music streaming service which looks to rival the likes of Spotify, JB HiFi Now and Rdio. The out-of-home campaign will run for a week and depending on the results may be extended and expanded to other metro cities.

Telstra BigPond general manager of entertainment Larissa Ivacheff told AdNews her team had been working with Telstra's PR and marketing team to develop the campaign. She said: “Tapit [and NFC] is a nice fit with Mog. It will resonate with an audience that will try something new.”

Ivacheff added the use of NFC will also set Mog and Telstra apart as innovators in the field.

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