Eye Amplifies Mobile OOH-Mobile Offer

July 10, 2012 by Dave Haynes

The Aussie-based but globally active OOH firm Eye Out-of-Home has completed what it calls a repositioning project that has resulted in a new marketing line (Inventing possibilities out of home), website and all-encompassing mobile integration.

Alastair Bannerman, the company’s Global Marketing Director, says Eye “spoke to a range of people from agency CEOs, creatives and clients which unearthed a clear opportunity to be different. Simple, scalable and measurable innovation was seen as a real opportunity to create value.”

Canon’s UK wing has signed on as the first client using the mobile program, called Amplify.

Amplify allows passengers to interact with over 8,000 Eye sites in malls and airports worldwide through embedded NFC, QR and SMS functionality. For Canon this will take Gatwick and Stansted  airport passengers from a digital OOH unit directly to the Canon website to further explore the EOS 650D model through video.

Brought together by PHD International and PSI, Amplify enables Canon to track response rates and interactivity levels delivering a fully accountable campaign.

Gill Rowe, Account Director at PSI, said: “Through our campaign with Eye, Canon has an impressive opportunity to extend the reach of their campaign beyond the airport by using the new Amplify platform. Canon can run a mobile-led conversation which gives them higher levels of engagement and increases the campaign’s effectiveness.”

Bannerman added: “Media companies are good at exclaiming change to the outside world without always delivering the substance to back it up. Our new offerings have been developed to make our brand positioning real and valuable for our customers.”

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