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Global brands Amplify their Out-of-Home campaigns with Eye

Out-of-home operator, Eye, has confirmed that major brands Colgate Palmolive and Canon are the first advertisers to use Eye’s mobile-enabled Out-of-Home offering, Amplify by Eye.

Out-of-home operator, Eye, has confirmed that major brands Colgate Palmolive and Canon are the first advertisers to use Eye’s mobile-enabled Out-of-Home offering, Amplify by Eye.

Amplify by Eye allows brands to extend their traditional Out-of-Home campaign onto consumers’ mobile phones via a permanent global network of over 8000 Eye sites in shopping centres, tertiary institutions and airports worldwide, through embedded NFC, QR and SMS functionality.

Colgate Palmolive are the first to use Amplify by Eye in Australia and this week launched their two new body wash products ‘Strawberry Smoother Body Butter’ and ‘Luscious Mango Body Butter’. Audiences are invited to tap, scan or text their way to visit the dedicated mobile website where they can explore the product and enter to win a $5000 shopping voucher.

Mark Fairhurst, Eye’s General Manager – Sales, commented on the market’s readiness to take up the new Amplify technology: “We’re encouraged by market-leading brands like Palmolive understanding the opportunities that Amplify delivers in addition to their traditional media campaigns.” Fairhurst also remarked on the point of difference Amplify provides advertisers: “Mobile capability and digital development are evolving the reasons you buy and the way you use Out-of-Home. Our Amplify offering delivers advertisers a permanent, scalable and measurable mobile activation that allows a brand’s engagement with consumers to extend beyond the panel.”

The Out-of-Home campaign with Eye is one element of a multi-platform solution developed and executed by CONNECT (Network Ten’s cross platform offering across channels One, Ten and Eleven, DMG radio and Eye) in partnership with MEC and Colgate Palmolive. Last week in the UK, Canon were the first to use Amplify by Eye to promote its new EOS 650D camera. The campaign was brought together by PHD International and PSI.

Gill Rowe, Account Director at PSI, said: “Through our campaign with Eye, Canon has an impressive opportunity to extend the reach of their campaign beyond the airport by using the new Amplify platform. Canon can run a mobile-led conversation which gives them higher levels of engagement and increases the campaign’s effectiveness.”

Source: Eye Out-of-home