NeoMedia and IQ mobile Successfully Launch Next Generation E-Postcard Initiative with Austrian Postal Service
Project results in largest-ever mobile 2D barcode campaign in Austria
Vienna & Atlanta, October 21st, 2010 - NeoMedia Technologies, Inc. (OTC BB: NEOM.OB), the global leader in mobile barcode scanning solutions and scanning technology, today announced the successful completion of a mobile barcode project for the Austrian Postal Service (APS). The campaign, delivered in partnership with Central and Eastern Europe’s mobile marketing specialist IQ mobile to promote APS’ new e-postcard initiative, achieved a substantial response rate of one in every thousand (1/1000) in under three months.
Launched in July 2010, the online postcard service enables consumers to create customised postcards with images and personalised text from a free specialised application on their mobile phones designed to be supported by the most commonly used devices including iPhones, Nokia, Android and BlackBerry handsets. In order to raise awareness of the online service, NeoMediaTM and IQ mobile created an innovative, multi-channel advertising campaign centred on a mobile call to action, bringing a key element of interactivity to the other more static channels and enabling consumers to act at the point of impulse. By embedding both a 2D barcode and SMS shortcode in all creative elements, consumers were able to directly access and download the application needed to create the e-postcards on their mobile device.
The advertising campaign was widely promoted and featured the 2D barcode and SMS service number in full-page print ads placed in over 20 widely read Austrian newspapers and magazines. They also appeared on mobile banner ads across 10 different mobile portals, in mobile apps using geotargeting criteria as well as permission SMS advertisement and supported by a primetime TV advertisement. The campaign was further enhanced by a direct mail promotion which saw examples of the e-postcards including the 2D barcode and SMS call to action posted to 3.2 million households across Austria – yielding more than 10,000 scans in the first few weeks.
“The remarkable success of the APS campaign highlights the growing consumer appetite for interactive opt-in campaigns and the importance of integrating mobile barcodes into the advertising mix,” said Laura Marriott, acting CEO, NeoMedia. “As European consumers increasingly rely on their mobile handsets for information and entertainment, this presents a huge opportunity for brands to engage and interact on a one-to-one basis with their customers.”
“The response rate, especially from the 2D barcodes in the direct mail promotion sent to 3.2 million households, was tremendous. This was the first campaign where we had more responsiveness from users via 2D barcodes than per SMS. With more than 10,000 scans in the first few weeks, this is the best result we’ve seen from a 2D barcode campaign in Central and Eastern Europe to date,” said Harald Winkelhofer, Founder and CEO, IQ mobile.
NeoMedia Technologies, Inc. is the global market leader in 2D mobile barcode technology and infrastructure solutions that enable the mobile barcode ecosystem world-wide. Its technology platform transforms mobile devices with cameras into barcode scanners, enabling a range of practical and engaging applications including consumer oriented advertising, mobile ticketing and couponing, and business-to-business commercial track and trace solutions.
NeoMedia’s suite of products, services and extensive IP portfolio means it is the only provider able to offer customers a comprehensive end-to-end mobile code solution. NeoMedia’s current customers include handset manufacturers, platform providers, brands and agencies looking to offer pioneering mobile barcode solutions to their customer base.
NeoMedia’s product portfolio includes: mobile barcode management & infrastructure solutions, barcode reader solutions, Mobile Coupon & Affiliate Marketing, Mobile Ticketing & POS Integration and IP Licensing. Learn more at www.neom.com.
About IQ mobile:
IQ mobile is a leading mobile marketing agency in Central and Eastern Europe with a global client portfolio including the Austrian Postal Service, RZB, Nokia, BMW, Sky, Almdudler and L‘Oréal. With over 450 campaigns in more than 10 countries for over 150 brands, IQ mobile is a key player in the mobile advertising arena. Through strong industry partnerships, IQ mobile can deliver innovative campaigns with all major network operator portals, off net portals and mobile applications such as iApps, OVI Apps, Android Apps and more. Learn more at www.iq-mobile.at.
For more information please contact:
Camellia Zarbhanelian / Ryan Waters
+44 207 751 4444