To gain an insight on interaction between mobile and Outdoor, for one week in March 2013 Posterscope Netherlands, C4me, Sanoma and CBS Outdoor ran an interactive campaign for Viva and prostate cancer charity Blue Ribbon. The campaign showed the torso of a famous Dutch athlete, Gregory Sedoc. By using the QR-code or scanning the poster through the app Layar, passers-by were able to discover who the athlete was, find out more about Blue Ribbon, and donate directly to the Blue Ribbon Fund.

The results revealed that 13% of the (potential) target audiences took action after seeing an interactive OOH campaign, with users choosing to use QR codes more frequently that Layar. 60% of the target audience indicated that they would scan an interactive campaign more often in the future, whilst the purchase intention is also sharply increased to 29% by an interactive campaign.  

Bas van den Hoogen, Country Manager Posterscope Netherlands, commented:"We now have created shared understanding of the effect of an interactive busshelter campaign. Which involved all aspects from creation to the landing page of the Viva case. What is striking is that people like to participate in this kind of interactions. It is therefore wise to handle this regularly in the campaign. It also appears that the QR most preferred to scan relative to Layar. Last but least, is very positive interaction effect for the campaign, so mainly do!" 

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