Ooh!Media's tap payment billboards mark industry 'evolution'

Rachael Micallef
By Rachael Micallef | 30 March 2016

In what it's calling an “exciting evolution” of outdoor advertising, Ooh!Media is using tap payments to support a fundraising appeal for veteran support group Walking Wounded.

The campaign sees Ooh!Media's excite screens, located in major shopping centres throughout Australia, accept donations for Walking Wounded using tap payment technology. Each screen allows Australians to make a $1.99 donation to the charity.

Ooh!Media CEO Brendon Cook says the appeal marks the first time out of home (OOH) has been used for a national campaign using tap payment technology built into an advertising panel.

He says it also marks a huge opportunity for advertisers in the sector.

“This is the first time that out of home has facilitated a national campaign of financial transactions via tap payment technology built into an advertising panel,” Cook says.

“This technology has opened up a whole new range of possibilities for OOH advertising.”

Ooh!Media worked with Walking Wounded for its Million Dollar Pitch competition, held last year.

Creative agency BCM Partnership won with a submission with Walking Wounded that scooped it a prize of $1 million worth of OOH advertising from Ooh!Media.

The campaign follows on from an awareness campaign from BCM Partnership that has been running across Ooh!Media's assets, featuring stories of Australian soldiers who took their own lives.

Walking Wounded CEO and founder Brian Freeman says the awareness campaign has resulted in 11 returned veterans and 50 families reaching out to the organisation.

The aim of this new campaign is to collect donations to support returned veterans suffering from trauma to reintegrate with society.

“The only way we can address this serious problem and cut the significant rate of suicide, is for us to be out in the community, engaging with these wonderful people and getting them the help they need,” Freeman says.

“But this does need funds and resources and that is why Walking Wounded is appealing to the Australian community to donate via this national campaign.”

It follows Ooh!Media's recent tie up with Quantium, which sees it add Quantium's transaction and behavioural data to its existing data insights and audience profiling tool.

It's not the first time tap payments have been used for charity donations in the OOH sector. Last year, VMO and Mars Petcare launched the "Feed the Good" campaign for the Pedigree brand, encouraging consumers to make $2 donations to PetRescue using micropayments. At that time, Mars called the technology an Australian-first.

Similarly, GPY&R Melbourne's 'Donation Posters' campaign for Public Transport Victoria, which won numerous awards at Cannes last year, allowed commuters to donate to youth homeless charity Ladder, using OOH terminals. 

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