Pictured: Nicky Boylan, Carlton Screen Advertising, Antaine Conway, Starcom; Cassie Joyce, Carlton Screen Advertising; Bridget O’Donoghue, AIB and Louise Enright, Source out of home
AIB has scored a banking first by running its first campaign to include NFC (Near Field Communications) in cinemas. The NFC campaign, promoting its new Me2U money transfer service, allowed cinema goers to download an app to transfer money between phones.
The cinema ads were part of the biggest NFC-enabled Out-of-Home campaign to date in Ireland. It consisted of 55 Cine 6s (6 Sheet posters in the lobbies of cinema nationwide), 500 Adshel 6 Sheets and 10 fully wrapped bus shelters.
“Using Cinema as part of our Me2U launch campaign was a no brainer. Cinema is exactly the right fit for our target audience and is a perfect usage occasion for the Me2U product,” according to Antaine Conway of Starcom.
“We wanted to create an interactive experience with Shazam on screen and NFC on our poster formats – which meant that downloading / engaging with the product was only one tap away. It was an added bonus that we were first to market but I think that highlights that boundaries the AIB brand are pushing, behaving differently and creating conversation about the products we are advertising.”
“We are delighted to harness new technology in cinema advertising,” said Cassie Joyce, agency & client director with Carlton Screen Advertising. “Cinema is an environment enjoyed by tech-savvy movie goers who, because they are in relaxed mode, are open to new ideas. The long dwell time in cinema foyers makes them the ideal location for interactive promotions.” The campaign was planned by Starcom, and booked through Carlton Screen Advertising and Source out of home.