This is the first large-scale deployment of NFC technology on the street and is bringing the future of Out of Home to the here-and-now in Reading
In a UK first, Kinetic and JCDecaux are launching the UK‟s first large-scale deployment of NFC
13 brands will provide exclusive content and voucher NFC experiences on 6-sheets across the
town, allowing people to download information, offers and games with a swipe of their
Under the „Test the Near Future‟ project, over 300 bus shelter poster sites across Reading and
poster sites in the Oracle Shopping Mall will become Near Field Communication (NFC) and
Quick Response Code (QR) enabled.
Advertisers taking part in the trial include: Morrison‟s, H&M, Universal DVD, Universal Special
Projects, Mercedes, ITV2, Lucozade Sport, EA Games and Unilever‟s Lynx, Toni & Guy,
Magnum and Vaseline. Content will be updated regularly across the month, with different
advertisers providing different content each week.
Nick Mawditt, Director of Insight and Marketing at Kinetic said, "This is the first large-scale
deployment of NFC technology on the street and is bringing the future of Out of Home to the
here-and-now in Reading. During the trial shoppers and commuters can choose to download
content from 13 major advertisers including special offers, vouchers, games and music simply
by swiping their smartphones on poster sites. NFC is widely regarded as a technology that
could transform the way consumers use their mobile phones to interact with their environment.
Reading was chosen for the trial because it is one of the UK‟s most tech-savvy towns, with a
high proportion of smartphones in use. We will be looking closely to see how consumers
engage and interact with the content during the trial."
The NFC system works on the same principle as the London Underground Oyster Card System.
The contactless technology uses radiowaves to connect NFC-enabled smartphones, to „smart
posters.‟ The QR Codes will bring the same benefits to people with non-NFC smartphones,
once they download a QR Code app to their phone. There will be 325 „Touchpoints‟ in total.
The „Test the Near Future‟ project is a joint initiative between Kinetic, the world‟s leading
planner of Out of Home media and the leading Outdoor media owner JCDecaux. Technology
support will be provided by interactive technology specialist Zappit.
Kinetic Worldwide is the world's largest planner and buyer of Out of Home media and the global leader
in understanding how brands can connect with people's lifestyles and the environments they engage
with. Fully owned by WPP and part of the tenthavenue performance marketing division, Kinetic's
expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing
Kinetic is traditionally an Out of Home media agency and in addition today delivers wide-ranging
specialist expertise through its complementary service divisions including Joule, Aviator, Target Health,
Destination Media Group, Kinetic People, Meta, ALCANCE, Zone and Hi Rezz. Kinetic employs over 800
professionals across 38 offices.