Nestle has launched a campaign in Woolworths supermarkets that uses NFC (near field communication) tag technology and QR codes to provide customers with recipe ideas.
The packaging-as-media activity will run for four weeks in 480 Woolworths supermarkets and coincides with launch of its Uncle Toby’s Oats and Strawberry campaign. When shoppers tap the enabled aisle fin with a mobile device they gain immediate access to recipe ideas from Woolworths Fresh Magazine.
The initiative is a first time partnership between Nestle, NFC communications technology provider, Tapit, and TorchMedia.
Tapit commercial director, Ben Wagner, stated that the activity is the first time Nestle has used NFC technology in a campaign anywhere in the world. “A big challenge for brands is influencing the sale in the last three feet,” he added
Head of sales for Nestle’s cereals products in Oceania, Dean Carberry, said the Nestle brand was looking for new and innovative ways to drive engagement with shoppers.
“Shelf conversion is a challenge for the Oats category, so we decided to amplify our Oats & Strawberry campaign in Woolworths with a Tapit NFC enabled aisle fin. This will connect shoppers directly with oat and strawberry recipes, developed in partnership with Woolworths Fresh Magazine, to help drive consumption occasions.
“We are excited about this technology, which will enables us to make instant changes throughout the four-week campaign.”
The analytics platform behind Tapit’s mobile technology will also allow the brand to view each interaction, much like an online campaign.
Tapit has worked with more than 50 major organisations to incorporate its contactless technology into outdoor media and retail promotions. Big name users include Coca-Cola, Nike, Johnson & Johnson and Vodafone.
In the US in July, Pepsi tested an NFC shopper marketing solution developed by Rehrig Pacific, that used NFC chips and QR codes on display trays to “increase the opportunity for consumer interaction, at the point of sale, without increased merchandising or delivery costs” [Rehrig Pacific]
The pilot was carried out at the Pepsi Bottling branch in Burnsville, Minneapolis and resulted in a 48% click-through conversion rate, 2.8% engagement rate and 1.34% response rate. Read the case study here:
But NFC campaigns are nothing new for Pepsi. It created its first NFC campaign in Tokyo in November 2012. Pepsi distributor, Suntory, promoted the launch of Pepsi Special in Japan via NFC tags placed on two Tokyo railway lines that offered travellers the chance to win free samples and access information about the diet soda drink.
Coles has trialled NFC technology, but only to streamline the check-out process. In October last year, Coles tested a contactless payment sticker that attaches to a customer’s mobile phone and allows Coles MasterCard customers to shop without their wallets. 5,000 customers in the trial sample were able to use the Coles Pay Tags to make purchases and earn Flybuys loyalty points. It follows an increase of more than 70% in contactless payments in Coles stores over the last twelve months. It has not yet launched a packaging triggered NFC campaign.
