TORONTO – Astral Out-of-Home (OOH) is teaming up with Scotiabank on a campaign across near field communication-enabled transit shelters in Toronto targeted to young adult consumers and movie-enthusiasts.
Over the summer months, more than 80 NFC-enabled Scotiabank Scene posters will be displayed in Astral OOH transit shelters located near entertainment areas and movie theatres in the city. Smart phone users will be able to launch a specially-designed app on their phone, and then tap or scan one of the posters to enter a mobile-optimized Facebook contest for free movie passes. They may also opt for directions to the nearest Scotiabank branch to sign up for a Scene-eligible bank account which includes a signing bonus of up to 4,000 Scene points or four free movies.
Scene is the rewards program from Cineplex Entertainment and Scotiabank which allows members to earn and redeem points for movie admissions, concession orders, music, DVDs and movie downloads.
"Young adults are socially active and highly connected, and with smart phone penetration at close to 50% in the market, it was natural for Astral Out-of-Home to integrate an innovative technology into our advertising structures that reaches them via a medium they love," said Debbie Drutz, director of media markets and innovation at Astral OOH, in the announcement. "Following a very successful NFC pilot campaign in March, Scotiabank's Scene summer campaign was a perfect fit for our official NFC launch – bringing together a unique entertainment and technology experience for Toronto's young consumers."
"Chip-enabled technology, like the NFC technology used in this campaign, will take on an increasingly large role in our lives and we are very pleased to be among the pioneers using this in market," added Jeff Marshall, Scotiabank’s marketing VP. "Along with the NFC technology, our Scene summer campaign will be multi-faceted and go beyond traditional media with ads on innovative networks like Microsoft Xbox and Connected TV."
