NeoMedia Technologies, Inc (NEOM)

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P&G Beauty Adopts Interactive Media First in Drive to Raise Awareness on Aussie Haircare

London, 22 March, 2004
Distributed by PR Newswire on behalf of P&G Beauty



LONDON, England, March 22 /PRNewswire/ --

- With picture

A media first in advertising and promotion techniques hits London's Underground this week. Planned by ZenithOptimedia in association with Viacom Outdoor's Impact team, 25 posters on the London Underground have been fitted with interactive mobile phone technology 'Hypertag' for P&G Beauty brand Aussie haircare. Using the infra red function on a mobile phone and pointing the handset at an Aussie 6 Sheet poster, commuters will be able download a unique lucky number from an Aussie haircare ad and enter a competition to win a holiday in Australia.

Michael Inpong, Aussie haircare's assistant brand manager, comments, "We know that our predominantly female audience loves to try new things and is techno-savvy so we saw this campaign as a prefect route to interacting with and inspiring them to discover the Aussie experience."

"We also aim to drive traffic to our new website: www.aussiehair.com, where consumers can find out about our award winning intensive conditioner 3 Minute Miracle and sign up for a free sample. P&G Beauty brands are always keen to explore innovative ways to communicate with its consumers and Hypertag technology is an exciting way to reach our target market in London and the South East in a way that's never been done."

Chris Pyne, Planning Manager on Aussie at ZenithOptimedia, said: "as soon as we heard that this technology was available, we knew it would be perfect for the Aussie woman. From a media point of view, the fact that we can measure the actual number of downloads from each individual 6 sheet, brings us closer to measuring true ROI on posters than has ever been possible before."

Jon Lewen, Business Development Manager at Viacom Outdoor, says: "It's great to push the boundaries and open up brand new opportunities for advertisers on the Underground. Marrying a client's brand objectives with new technological advancements gives the resulting campaign great standout. Tube users will certainly get a buzz out of using their phones underground - something that hasn't been possible until now."

There are 25 special 6 Sheets at central stations including Oxford Circus, Paddington and Bank, supported by other 6 Sheets across the network. The media package was planned by ZenithOptimedia and bought by Starcom Motive.

Note to Editors:

Viacom Outdoor sells all advertising space and sponsorship opportunities on the London Underground, Docklands Light Railway, buses, mainline rail, trams and Inter-urban coaches across the UK. Viacom Outdoor's European portfolio includes media interests in Ireland, France, Italy, Netherlands, Finland, and Spain. Viacom Outdoor is owned by global entertainment giant, Viacom, whose media brands include CBS, Paramount Pictures, MTV, Nickelodeon, Blockbuster, VH-1 and Simon & Schuster.

A high resolution photograph is available to the media free of charge at http://www.newscast.co.uk (Tel: [phone])

Frequently Asked Questions:

How does Hypertag work?

The Hypertag is a small electronic tag that stores mobile digital content. It is constantly transmitting. When someone activates the infra-red port on their mobile, the phone receives the content. The Hypertag lights turn green to show that the content download is complete, and there's often a beep to signal to the user that this has happened.

Does it automatically send out content to consumer's mobiles?

No. Hypertag was deliberately designed as a permissive medium. Consumers decide to interact with the advert.

What type of phones does Hypertag work with?

Most phones with infra-red ports can receive content from a Hypertag, including older phones, some of which have been around for a few years. The type of content which can be received is governed by the capability of the mobile phone, but the Hypertag always recognises the phone model and sends it a compatible piece of content.

How do I activate the infrared port on my mobile phone?

The instructions are broadly similar for most phones. Go to the menu, and scroll through to infra-red or connectivity. Press select, and activate the infra-red.

Where is the infrared port on my mobile phone?

The infra-red port is usually at the top or on the side of your mobile phone. It is usually visible as a small, dark rectangular window. Detailed instructions on a phone-by-phone basis are made available to users during campaigns through a customer care line and the Hypertag website.

How near does the user need to be?

Currently Hypertags have a range of about 1 to 2m. The exact range is dictated by the infra-red port on the user's mobile phone.

How do you make sure its only giving out the advertiser's content?

A full security system is in place, to make sure that only authorised content can be uploaded to the tags. Quality systems also ensure that the correct content is always posted to the correct Hypertag site.

Does the Hypertag collect phone numbers?

No, it cannot collect numbers. The consumer needs to trust that any interaction will not have negative repercussions. A message at each site, clearly states that the

Hypertag cannot collect the user's phone number.

Does the Hypertag require mobile phone reception?

No. The content is stored on the Hypertag and sent to the phone over infra-red. The technology does not make use of the mobile phone network during the interaction, so it can work in places where there is no mobile phone coverage.

Does it cost the consumer to use it?

No. Because the content is sent direct from the Hypertag to the mobile phone, it is free to the consumer.

How do consumers know what to do?

The swirling lights of the Hypertag attract attention. There is a call to action in the poster copy of each Hypertag campaign and includes a band of instructions at the bottom of the poster on how to activate the infra-red.