Proximity Marketing: Vodafone Australia Street TV

Rating: finally proximity marketing that works
During the Mobility World Congress in Hong Kong last week mobile advertising was hot on the agenda. Richard Saggers from Vodafone gave a strong presentation highlighting Vodafone advertising success stories. We are not surprised that he used examples outside of Europe to highlight the success and the he did pinpoint Vodafone Australia.
Vodafone Australia is selling display advertising and has also launched a Street TV channel. I asked my friend who lives in Australia about this and I was amazed at the education of the consumer. She said, that she always keeps her Bluetooth on as it’s a great way to get promotions? She said that even when network coverage was low and she was out of 3G zone – she could always rely on Bluetooth.
I found this hard to believe at first – but having spent time in Australia it can be very lonely only one mile out of the city centre. So “pubs” which are in the outback are often Bluetooth zones with phone masts on them to make sure that tourists or locals can stay connected.
But anyway, back to Vodafone. Vodafone has set up what are called Blue Zones in Australia. It favours this form of proximity market to build relationships with consumers and monetize Bluetooth by triggering adverts into updates or promotions.

http://bluespotmedia.ning.com/