Canon

Canon DOOH campaign on digital 6-sheet at Stansted airport

The Objective

To reach departing passengers whilst delivering an innovative and accountable campaign. Tracking response rates to measure whether the Amplify solution delivers a higher level of engagement was also a priority.

The Strategy

Canon, in collaboration with Primesight Airports (formerly Airport Media), launched their first ever UK digital airport campaign utilising Digital Eyelites at Gatwick and Stansted Airports. Primesight Airports used an amplified solution which enabled the tracking of response rates and interactivity levels. This campaign demonstrated how Primesight Airports can provide an accurate and qualified target audience to influence both instant and future purchases.

The Execution

Using NFC, QR and SMS within the Gatwick and Stansted D6 formats meant that passengers were directed to the Canon website which was promoting the EOS range of cameras at the time.

The Outcome

Google Analytics revealed a 10% uplift in Canon’s web traffic which can be directly attributed to this campaign. Further the data showed that QR codes were the most popular way to engage with the campaign, accounting for 77% of all interactions.

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