Coca-Cola Singapore has launched the very first local Out-Of-Home Near Field Communication (NFC) brand communications platform with MEC Singapore, through Clear Channel Singapore’s NFC network this 8th December 2011. Newly launched Fanta and perennial favourite Coca-Cola are the brands that are featured.

Fanta NFC-enabled ShelterMobile Life!, Clear Channel’s NFC enabled network marks a first in the media market, and is a collaborative effort between mobile provider Tapit and Clear Channel Singapore.

The pioneer NFC-enabled communications platform showcases two billion dollar brands from The Coca-Cola Company– the number 1 fruit flavoured sparkling beverage in the world, Fanta, which made its return to the Singapore market in October this year, and the world’s number 1 sparkling beverage brand, Coca-Cola.

The NFC-enabled panels feature a static poster alongside an NFC chip embedded in a sticker. The sticker carries the flexible option to connect with the campaign through NFC and/or QR mobile technology. The user is encouraged to either “tap your NFC-enabled phone” or “scan this QR-code” to allow their mobile phone to integrate with the campaign.

The Fanta and Coca-Cola downloads via NFC will be available at 200 NFC-enabled shelters island wide including major hotspots like Orchard Road, Cairnhill Road, Victoria Street and key neighbourhood regional centres until the 21st December 2011.

Apart from combining the best of technology with Out-Of-Home’s broadcast reach and frequency, Coca-Cola Singapore’s use of the NFC platform is yet another venture between Coca-Cola Singapore, MEC Singapore and Clear Channel Singapore this year, leaders in their respective fields.

Jamie Conyngham CEO of Tapit said, "What a magical result. The Coke and Fanta campaigns have raised our expectations about what is possible right now with mobile interaction and Outdoor Advertising. The strategy of using NFC and QR combined on the Clear Channel Street Furniture has allowed us to accommodate the majority of mobile internet users in Singapore. Tapit analytics has visually broken down the campaign into who tapped / scanned where and when in Singapore and which campaign caused more interactions. Clear Channel now knows which parts of it's inventory received the most mobile interactions and therefore can focus mobile centric campaigns around these areas for their current and future clients".



Posted by Janine E. Mooney, Editor

December 21, 2011