Proxama cinema campaign targets Nokia customers


By The Drum Team, Editorial

November 25, 2011 | 2 min read

Proxama is today launching a near field communications marketing campaign in a number of Vox cinema foyers in Dubai.

The campaign targets cinema-goers equipped with the new Nokia N9 handset, inviting them to ‘tap’ an NFC-embedded poster or portable display stand with their handset to download vouchers for offers such as free cinema tickets and popcorn.

Running until late December, the campaign will be rotated around different cinemas in the city to provide greater reach and allow better measure its effectiveness.

Proxama CEO Neil Garner explained: “We have been working closely with Nokia on developing suitable NFC applications to deliver effective marketing campaigns. We are really excited about this campaign as it demonstrates the effectiveness of NFC in delivering customer incentives to increase sales. We feel it is important to support the NFC-embedded standees with an on-site promoter, as we recognize that NFC is a new concept to many. We need to make sure we help the early adopters to get the best experience possible so that we can accelerate its acceptance and subsequent uptake by others. Proxama’s TouchPoint campaign management system will provide valuable and accurate analytics such as redemption rates, response times and repeat visits.”

There will also be exit displays where anyone with an NFC-enabled phone will be able to tap to access movie listings and a Nokia Facebook ‘Like’ page.

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