"Talking" billboards from Deutsche Post for OTTO campaign
Installation of interactive billboards with new Mobilepoint technologyBonn, 11/29/2005, 10:30 AM CET
Billboard premiere: As part of its current promotional campaign "SEND a Christmas card for free and win 10,000 euros - at otto.de!" ("SCHICK kostenlos eine Weihnachtskarte und gewinn 10.000 Euro - bei otto.de!"), OTTO is installing around 2,400 interactive City Light Posters (iCLP) throughout Germany. This innovative mode of advertising is offered in exclusive cooperation between Deutsche Post and the German train station billboard company Deutsche Eisenbahn-Reklame. The campaign is running in Berlin, Frankfurt, Hamburg, Munich, Stuttgart, and Cologne, among other cities, from November 29 to December 12, 2005.
The "talking" billboards are placed at urban railway (S-Bahn) stations and are intended to sweeten the anticipation: In addition to the appealing fashion motif - "Model of the Year 2005" Hartje Andresen can be seen in festive clothing from OTTO - there is a small round MOBILEPOINT transponder embedded, through which the railway users can participate in appealing contests from OTTO with their cell phones. They just have to turn on the infrared interface of their cell phones. After a few seconds, a lucky code is sent to them via SMS messaging which they can later use to participate in a contest in the OTTO online shop at www.otto.de/schick. OTTO is raffling off 15 prizes of 10,000 euros in this contest.
The second component of the promotional campaign allows several hundred thousand participants to send their personal Christmas greetings from otto.de for free and choose one of eight Christmas motifs provided by OTTO. These are printed out by Deutsche Post as a card and sent to the loved ones.
With the new dialog marketing medium MOBILEPOINT, Deutsche Post offers its business customers a way to reach customers directly via messaging with the aid of modern cell phone technology. The direct contact and reaction in the immediate surroundings offers benefits for the advertiser and for potential customers. Customers receive the service desired and, in return, allow further advertisements to be sent that are tailored to their needs.
Depending upon the campaign, Deutsche Post offers MOBILEPOINT as a complete system with advertising space, or also as individual transponders that the client can embed into its own advertisement. In addition to an SMS message, MOBILEPOINT responses to cell phone users can also be an MMS message, a ringtone download, or an SMS messaging coupon.