NFC ‘smart’ bottle interactions drive over 30% consumer purchase conversions; SpeedTap tags generate 10-fold increase in traffic with nearly 3x increase in average time spent as compared to social media
OSLO, Norway, September 21, 2017 – Thin Film Electronics ASA (“Thinfilm”) (OSE: THIN) (OTCQX:TFECY), a global leader in NFC (near-field communication) mobile marketing and smart product solutions, helped Bodegas Barbadillo (“Barbadillo”) boost sales in Spain by collaborating on a summertime ‘Tap & Win’ marketing campaign that engaged wine drinkers with the simple tap of a smartphone. The two companies have published a case study highlighting the campaign and its results, which can be downloaded by visiting http://thinfilm.no/barbadillo-casestudy.
The campaign showed that Thinfilm’s NFC solution, as a media channel and consumer engagement engine, performed exceptionally well when compared to other paid media channels, including organic search and social platforms. Key findings presented in the case study:
- 54% of brand engagement generated during the multi-channel campaign was attributed to Barbadillo’s ‘smart’ wine bottles featuring Thinfilm’s NFC SpeedTap™ tags
- ‘Smart’ bottle interactions drove over 30% consumer purchase conversion, with 1-in-3 consumers interacting with the same bottle at multiple locations – in-store and post-purchase
- Compared to social platforms, consumer interaction with SpeedTap tags produced 10x higher traffic with 2.8x greater average time spent
- The ‘smart’ bottles achieved 4x higher engagement rate than display banner ads
- The campaign generated 2x the rate of growth in subscribers in Barbadillo’s database vs. previous online promotions supported by TV and other media
“We wanted to attract new consumers to our brand and make them interact with Barbadillo,” said Alvaro Alés, Director, Marketing & Communications at Barbadillo, one of Spain’s oldest and most renowned wine and sherry producers. “We wanted to do it in a relevant way so that we could build an enduring one-to-one dialogue with our consumers.”
Working with Barbadillo’s print supplier, Thinfilm applied NFC SpeedTap tags to custom neck collars on 126,000 bottles of Castillo de San Diego, a widely sold white wine in Spain. The bottles were then distributed to more than 200 major supermarket retail outlets in Spain.
The SpeedTap tags enabled consumers to interact with the ‘smart’ bottles by tapping them with their smartphones (no app required). Once tapped, consumers were directed to a mobile-optimized microsite – www.dandoenelblanco.es – in order to get more details while in-store, or to enter the contest post-purchase for a chance to win 1,000 euros.
To see how consumers were interacting with the smart bottles in real time, Barbadillo used Thinfilm’s CNECT™ software platform. The versatile cloud-based portal allowed Barbadillo to dynamically tune the digital experience and content using a range of features available through the CNECT system.
The two teams also partnered with Barbadillo’s creative agency to create the microsite that hosted the ‘Tap & Win’ contest. To enter the contest, consumers entered a unique ID shown under the bottle’s cork post-purchase and also provided personal contact information. This approach helped grow Barbadillo’s base of brand fans with whom they could continue to engage.
The campaign was launched in mid-July and ran through the end of August. The entire campaign planning process, from design through implementation, took no longer than eight weeks.
In addition to NFC-enabled smart bottles featuring Thinfilm technology, Barbadillo used a combination of paid media for the campaign, including prime time TV and radio advertisements; campaign posters placed at major tourist and travel venues in Spain; online media, including banner and social ads; and in-store point-of-sale materials. Mobile channels accounted for 78% of all ‘Tap & Win’ microsite visits. Of this, 66% was generated by paid sources.
Using Thinfilm’s NFC solution, Barbadillo was not only able to sell more wine faster, but it also gained real time insight as consumers interacted with the product at the point-of-sale and at home. The company achieved its goals of raising brand awareness and increasing subscription signups from highly engaged consumers.
“The results of the ‘Tap & Win’ campaign demonstrate the impact NFC has in a well-executed omni-channel marketing campaign,” said Davor Sutija, CEO of Thinfilm. “We look forward to continuing our collaboration with Barbadillo in future deployments of NFC.”
“Using ‘connected’ NFC bottles featuring Thinfilm technology helped us discover that the ideal moment to activate, engage and convert new consumers occurs, when they are holding a Barbadillo bottle in their hands,” Alés said.
About Thinfilm Electronics ASA
Thinfilm is a global leader in NFC mobile marketing and smart-packaging solutions using printed electronics technology. The Company creates printed tags, labels, and systems that include memory, sensors, displays, and wireless communication — all at a cost-per-function unmatched by conventional electronic technologies.
Thinfilm offers end-to-end mobile marketing solutions that feature hardware, label/packaging integration services, and comprehensive cloud-based management, reporting and analytics. Collectively, these components deliver a powerful 1-to-1 digital marketing platform through which brands of all sizes can connect directly with consumers, all with the simple tap of a smartphone. The resulting disintermediation of search engines, online marketplaces, and social platforms empowers brands to control messaging, enhance consumer dialogue, build loyalty, increase engagement, and drive sales.
Thinfilm’s roadmap integrates technology from a strong and growing ecosystem of partners to bring intelligence to everyday, disposable items. Its mission is to effectively extend the traditional boundaries of the Internet of Things to fuel the Internet of Everything.
Thin Film Electronics ASA is a publicly listed company in Norway with global headquarters in Oslo, Norway; US headquarters in San Jose, California; and offices in Linköping, Sweden; San Francisco; London; and Shanghai. For more information, visit www.thinfilm.no.
Barbadillo Wineries was founded in 1821 in Sanlúcar de Barrameda and celebrates a one-hundred-year tradition as a 100% family owned winery producer for the products Jerez-Xérès-Sherry, Brandy de Jerez, Vinagre de Jerez, Vinos de la Tierra de Cádiz and D.O. Manzanilla-Sanlúcar de Barrameda, and is a leader whose supply quotas exceed 50%.
Barbadillo has currently evolved into a large international projection group, which, besides developing new products within its geographic zone, has incorporated wineries in other Denominaciones de Origen [Wine Appellations], including Bodegas y Viñedos Vega Real located in Ribera de Duero and Bodegas Pirineos, located in Somontano. www.barbadillo.com
This information is subject of the disclosure requirements acc. to §5-12 vphl (Norwegian Securities Trading Act).
For more information on Thinfilm please contact:
SVP Corporate Communications
Thin Film Electronics ASA
For more information on Barbadillo please contact:
Director, Marketing & Communications
+34 956 38 55 00