Mobile operator 3 Sweden launched a NFC marketing campaign on public transport in a bid to drive the technology's adoption beyond mobile payments, writes Mobileeurope.co.uk. To attract commuters who might not visit a physical outlet, 3 Sweden redesigned a Stockholm subway carriage to look like a Three retail store in cooperation with outdoor media provider Clear Channel and NFC vendor Tapit. The operator covered the walls, ceiling and windows of the carriage with posters to advertise its products and services. To take advantage of an offer, commuters need to wave their NFC-enabled smartphones against NFC touch points placed around the ads in the carriage.
3 Sweden’s head of Media Johan Markus told Mobile Europe that the campaign's aim is to explore the ways in which the operator can bring the online world into the real world in an easier way and various ways for the travellers to be able to purchase something in the subway. He added that the campaign was inspired from similar advertising campaigns that are taking place in Japan, namely in Tokyo grocery shops where customers click on a screen to pick groceries they wish to purchase.
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