JCDecaux Brings NFC Technology to Reading Town Centre

The UK town of Reading has been chosen by JCDecaux, Europe’s largest out-of-home advertising company, to have all of the billboards, posters and bus stops in the town centre converted to include NFC technology. The project is being launched in conjunction with outdoor media agency Kinetic Worldwide and technology provider Zappit.

325 poster sites in total will be kitted out with NFC capabilities, enabling shoppers to scan their phones to receive discount vouchers for local shops, get access to exclusive DVD content, enter competitions and watch previews of TV shows.

David McEvoy, marketing director of JCDecaux, says that Reading was chosen for the initiative because it “is one of the most tech-savvy towns in the UK with a higher number of mobile phone and smartphone owners than the rest of the country. He adds: “We really hope people will try it out and enjoy accessing the entertainment and special offers available through their smartphone.

So far, 13 major brands have signed up to take part in NFC advertising campaigns across the town: Morrisons supermarkets, H&M, Universal DVD and Universal Special Projects, Mercedes, ITV2, Lucozade Sport, EA Games and Unilever’s Lynx, Toni & Guy, Magnum and Vaseline.

Nick Mawditt, Kinetic’s director of insight and marketing, states: “NFC is widely regarded as a technology that could transform the way consumers use their mobile phones to interact with their environment… we will be looking closely to see how consumers engage and interact with the content during the trial.


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