Telegraph brings the news closer to consumers with near field communications (NFC) technology

In a global first, The Daily Telegraph has launched a campaign that brings its news, sport and entertainment to consumers as they are travelling on buses using near field communications (NFC) technology.

For the next eight weeks, advertisements placed on the rear of seats in more than 80 Western Sydney buses will contain a microchip that, when tapped with an NFC enabled device, delivers tailored content from TheTelegraph.com.au to the consumer’s mobile or tablet.

Consumers with a non-NFC enabled smartphone can receive content by scanning the QR code on the advertisement. 

The content delivered is relevant to the time of day. For example, in the morning the latest breaking news will feature while in the late afternoon recipes will appear, as people decide what to have for dinner.

The concept was developed by mobile solutions company Mnet and media communications company UM, in partnership with technology company Tapit.

Says The Daily Telegraph editor Paul Whittaker: “There is no more exciting region in Australia than Western Sydney and no place that we at the Telegraph care about more passionately. This new technology is a perfect example of our commitment to bring news, sport, information and entertainment direct into our readers’ lives, where they want it and when they want it. We’re also very proud to be a commuter paper that helps hundreds of thousands of hard-working Sydneysiders start their day. Now we are even more a part of that journey and through our tireless campaigning for more transport and better infrastructure we hope to be a part of many more.”

Says UM’s CEO Mat Baxter: “It is our goal to continually provide high-impact creative solutions for our clients. This campaign successfully reaches the core audience of The Daily Telegraph while simultaneously inviting new consumers to experience the benefits of a digital subscriptioncutting through the usual advertising avenues. We’re delighted to be working with News Corp Australia and Tapit to bring it to life.”

Says Andrew Davis, COO and co-founder of Tapit: “Our NFC technology provides a robust avenue for brands to connect with consumers in a highly innovative, mobile way. We’re pleased to be running this world-first campaign with UM, Mnet and News Corp Australia.”