Australian supermarket chain Coles has partnered with outdoor advertising giant Adshel to run a two week out-of-home advertising campaign using both WiFi and NFC.

Fifty Adshel sites in Melbourne have been equipped to enable consumers to retrieve exclusive digital Coles content, such as recipes and cookbook videos by popular Australian chef Curtis Stone, via their phone’s WiFi connection or by simply tapping their handset against the NFC tag on the panel.

“Our customers lead busy lives and we are always looking for fresh ways to help them make the most of their time,” says Rebecca Boxall, digital manager at Coles. “This technology means you can now plan tonight’s dinner with inspiration and help from Australia’s favourite chef, Curtis Stone, direct to your phone whilst waiting at the tram stop and then pick up the ingredients on the way home. It doesn’t get much more convenient than that.”

“We have decided to combine various mobile technologies to allow as many people as possible to watch, download and share Coles’ popular Curtis Stone information,” adds Peter Charlton, sales director at Adshel. “Whilst WiFi is fairly common in most handsets, NFC is a new technology that is not yet readily available on all mobile phones. However, near field communication is revolutionary for Adshel, as it enables full mobile connectivity throughout our 14,500 panels nationwide. Therefore, our medium now not only builds wide reach quickly, it also goes hand in hand with the online medium in encouraging consumers to interact and deeply engage with brands at any location. And most importantly, we can offer NFC connectivity at each of our shelters at a very affordable price for our clients.”

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