Signbox’s Enlighten smart poster system officially launched at London’s Saatchi Gallery
4 October 2011 Saatchi Gallery, King’s Road, London – Signbox unveiled its groundbreaking Enlighten smart poster range at the official national launch held in the superb surroundings of the Saatchi Gallery in London’s King’s Road. Over 120 invited guests attended the launch including representatives from leading London advertising agencies, major brand custodians and senior marketing professionals.
Enlighten is a revolutionary new smart poster system that enables a range of tailored and customised messages, including promotional offers and wayfinding information, to be transferred direct to target audiences via their NFC enabled smartphones. The launch was the culmination of 18 months R & D between Signbox and their technology partner, Avery Dennison, with close collaboration between the Signbox, Avery Dennison RFID and Avery Dennison Graphics teams. Enlighten is powered by Avery Dennison RFID N-Zone™ Near Field Communications (NFC) inlays, and senior personnel from Avery Dennison attended the event to support Signbox.
Addressing the audience, Mark Bartlett, Managing Director of Signbox Ltd, spoke of the extraordinary pace of technological change over the 26 years that Signbox has been in business – he said that when the company was first established in 1985 fax machines were considered “cutting edge” technology and, remarkably, that was the year of the very first mobile phone call made in the UK. He remarked that everyone in the audience would no doubt agree that “the pace of technological change is astounding” and that the launch of Enlighten represented another “great technological leap forward”.
Bartlett said his guests had no doubt heard of the term ‘smart posters’ and that “Enlighten was the smartest of smart posters, because it incorporates NFC technology”.
Continuing the theme, the audience heard about how NFC will change the way we pay, travel, shop, communicate and entertain ourselves. With NFC enabled smart phones people will use their phones in a different way – with paying for goods and retrieving information becoming second nature.
“Enlighten will deliver enhanced customer engagement through new proximity marketing and will change the way people interact with the brands and marketing messages that surround them”, said Bartlett, “With Enlighten a range of tailored and customised messages including promotional offers and wayfinding information can be transferred direct to target audiences via their NFC enabled smartphones with a simple, fast swipe of the poster.
“All a visitor, customer or passer-by needs do is place their phone over the NFC symbol in the corner of the poster for data to be instantly transferred to the user’s mobile phone – this could be a website address, ticket, voucher, promotional offer or a whole range of other information” continued Mr Bartlett.
Giancarlo Cutrignelli, International Product Marketing Manager of NXP Semiconductors, the company that co-invented NFC, gave a catchy and highly informative presentation on how NFC is transforming the future of retailing, commerce and marketing communications.
Mark Fraser, CEO of Zappit.co, then explained how the ‘Enlighten Me’ campaign management platform works and demonstrated the analytic and reporting software with a real-time engagement.
After the presentations guests were given the opportunity to try NFC enabled phones on a range of Enlighten posters in the room that delivered a variety of information direct to the phone by simply placing the handset up against the poster.
Signbox have produced a new brochure on Enlighten – to request a copy call them on 01784 438688 and for more information visit the dedicated website at: http://www.smartposter.co.
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Issued on behalf of Signbox Limited by Next Step Marketing Ltd
Media enquiries to: Heather Lambert
Tel: 44 (0)1256 472020
Fax: 44 (0)1256 471010
Email: heather@nextstepmarketing.co.uk
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