In what the radio network claims to be a media first for Australia, Nova FM has used near-field communication technology in the latest installment of its ‘Live Life Nova’ campaign.
By tapping their mobile phones against a Nova billboard, the technology – which is increasingly being used by credit card firms – will enable people to tune in to the station.
The billboards will be positioned around Sydney and Melbourne by Nova’s media agency, UM, and outdoor firm JC Decaux.
The agency’s national head of digital, Ashley Brown, said of the technology: “It creates a direct connection between their outdoor media and the digital world. Unlike QR codes or Bluetooth, NFC allows for hassle free and instantaneous communication and information transfer between a brand and a consumer.”
He added that while the penetration of NFC may be low, the potential for advertisers was “enormous”.
The NFC-enabled billboards goes live on Wednesday.
The ‘Live Life Nova’ campaign launched at the beginning of the year.