Astral Out-of-Home and Scotiabank team up to launch Canada's first
NFC-enabled transit shelter ad campaign
TORONTO, June 21, 2012 /CNW Telbec/ - Astral Out-of-Home (OOH), Canada's
leader in out-of-home advertising innovation and a division of Astral
Media Inc. (TSX: ACM.A ACM.B), trail-blazes once again by teaming with
Scotiabank to launch a campaign on Astral OOH's Near Field
Communication-enabled1 (NFC) transit shelters in Toronto targeted to young adult consumers and
Over the summer months, over 80 NFC-enabled Scotiabank SCENE posters
will be displayed in Astral OOH transit shelters located near
entertainment areas and movie theatres in downtown Toronto. Smartphone
users will be able to launch a specially-designed app on their phone,
tap or scan one of the NFC-enabled Scotiabank SCENE posters and gain
instant access to:
A mobile-optimized Facebook contest for a chance to win two free movie
passes daily to Cineplex Entertainment theatres
Directions to the nearest Scotiabank branch where they can sign up for a
SCENE eligible bank account with the SCENE debit card and take
advantage of a signing bonus of up to 4,000 SCENE points - or four free
"Young adults are socially active and highly connected, and with
smartphone penetration at close to 50% in the market, it was natural
for Astral Out-of-Home to integrate an innovative technology into our
advertising structures that reaches them via a medium they love," said
Debbie Drutz, Director, Media Markets & Innovation at Astral
Out-of-Home. "Following a very successful NFC pilot campaign in March,
Scotiabank's SCENE summer campaign was a perfect fit for our official
NFC launch - bringing together a unique entertainment and technology
experience for Toronto's young consumers."
Scotiabank, a founding partner of the SCENE movie rewards program, will
use the momentum of the summer blockbuster movie season paired with the
joint Astral and NFC campaign to promote its unique SCENE debit card,
the only debit card in Canada which gives customers the opportunity to
earn points for free movies and more on their everyday transactions.
"Chip-enabled technology, like the NFC technology used in this campaign,
will take on an increasingly large role in our lives and we are very
pleased to be among the pioneers using this in market," said Jeff
Marshall, Vice President, Marketing at Scotiabank. "Along with the NFC
technology, our SCENE summer campaign will be multi-faceted and go
beyond traditional media with ads on innovative networks like Microsoft
Xbox and Connected TV."
This marks the first time NFC technology has been combined with transit
shelter ads in Canada
The campaign is geared to young adult consumers who are tech-savvy and
love entertainment, movies, movie snacks, music and dining
The NFC enabled chip technology and mobile app are a key pillar in
Scotiabank's SCENE marketing campaign
About Astral Out-of-Home
Astral Out-of-Home is one of Canada's largest out-of-home advertising companies with a
network of nearly 9,500 advertising faces strategically located in the
key markets of Québec, Ontario and British Columbia. Firmly committed
to the future, the company has developed a series of initiatives to
minimize its environmental footprint and actively participate in
Founded in 1961, Astral is a leading Canadian media company. It operates several of the
country's most popular pay and specialty television, radio, out-of-home
advertising and digital media properties. Astral plays a central role
in community life from coast to coast by offering diverse, rich and
vibrant programming that meets the tastes and needs of consumers and
advertisers. To learn more about Astral, visit astral.com.
Scotiabank is one of North America's premier financial institutions and
Canada's most international bank. With more than 80,000 employees,
Scotiabank and its affiliates serve some 19 million customers in more
than 55 countries around the world. Scotiabank offers a broad range of
products and services including personal, commercial, corporate and
investment banking. With assets of $660 billion (as at April 30, 2012),
Scotiabank trades on the Toronto (BNS) and New York Exchanges (BNS).
For more information please visit www.scotiabank.com.
SCENE is the popular rewards program from Cineplex Entertainment and
Scotiabank. The program is free to join and provides more than 3.7
million members across Canada with the opportunity to earn and redeem
points for movie admissions, concession combos, music, DVDs, movie
downloads and more. SCENE members also enjoy a 10 per cent discount on
movie snacks and exclusive access to contests and special offers.
Members can also accelerate their earning power with the SCENE®
ScotiaCard® (debit card) and SCENE® VISA* card. In 2012, Maritz
Canada's annual loyalty report named SCENE Canada's top retail loyalty
program. Visit www.scene.ca to learn more.
1 Astral OOH announced in February the adoption of Gauge Mobile-developed
Near Field Communication technology for its street furniture in Toronto and Montréal. The
technology provides consumers with a totally new experience by allowing
them to interact directly with advertising faces via their smartphone
to get all kinds of information instantly and securely.
For further information:
Astral Media Inc.
Marketing and Creativity