2012 was the year that saw the largest ever NFC/QR Code OOH campaign for Nestle with its “We Will Find You” activity. This presentation from Posterscope looks at insights gained from interaction data and demonstrates the positive brand effects from such interactions.

1. Kit Kat
“We Will Find You”

2. Campaign Architecture
PAID FOR GOOGLE SEARCH ADS
KIT KAT FACEBOOK PAGE
ON POSTER CALL TO ACTION
OWNED
MOBILE INTERACTION VIA QR, NFC & SEARCH
EARNED MEDIA GENERATED ON
NATIONAL CTN 6S COMPETITION
FACEBOOK AND TWITTER
UPDATES AND LINK TO
BOUGHT
SOCIAL
CUSTOM BUILT MOBILE
LANDING PAGE
CTN 6S DRIVES SALES
ON PACK COMPETITION CODE DROVE SALES AND INTERACTIONS WITH BOUGHT/OWNED MEDIA
B2B MAILER ALERTED SHOP OWNERS TO ACTIVITY

3. Kit Kat “We Will Find You”
1) Interactions by Numbers
• NFC / QR
• Paid Search – OOH Keyword “KK GPS”
• Paid Search – OOH Driving Overall Kit Kat Search
2) Mobile Interaction Research
• Consumer Technology Perceptions
• Effect of Interactions on Brand Equity

4. Interactions by QR v NFC
NFC accounts for 25% of total interactions
There is still life in
QR. Scans in UK up
854, 25% 43% yoy. Continue to
provide multiple
interactive mechanics
Sum of QR
Sum of NFC
2535, 75%
Strong indication of the growing use and awareness of NFC among consumers.
Results from a large scale NFC trial in Reading in March 2012 showed NFC interactions at 10%.

5. Interactions by Hour
3pm is the most popular hour for Overall Interaction
350
Mobile content can
be tailored to serve
300
time relevant
250
messaging/
experience
200
150
100 Sum of Total
Interactions
Sum of QR
50
Sum of NFC
0
Most popular hour for QR interaction was between 3-4pm. Smartphone penetration among teenagers in
school/college age users is 66% (41% in 2011.OfCom)

6. Interactions by Day
Thursday has the highest levels of Interaction
800
Sum of Total Interactions Sum of QR Sum of NFC
700
600
500
400
300
200
100
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Thursday is the most popular day. This suggests a gradual change in consumer mindset
towards the end of the week meaning they are more relaxed, playful and curious

7. Interactions by Date
20th of September had most interactions
450
400
Sum of Total Interactions Sum of QR Sum of NFC
350
300
250
200
150
100
50
0
The 20th of September is the day the campaign hit its optimum posting meaning more
visibility and opportunity for interaction. High visibility and repeat viewings drive investigation.

8. OOH Keyword Search - “KK GPS”
• The Outdoor Keyword Search
Term (“KK GPS)” was not
chosen as the main method to
interact with a poster by
pedestrian consumers
• “KK GPS” generated 224
impressions leading to 151
224 impressions
clicks. This compares to 2,535
QR Code 854 NFC Interactions
151 clicks
• However the level of click
through was exceptionally high
CTR 67% for “KK GPS” at 67%

9. OOH Droves Search
Kit Kat Paid for Search increased +34% in OOH Regions
Average Average
weekly clicks weekly clicks % Increase
(June 25th (Sept 17th
– 17th Sept) – 8th Oct)
OOH
Region
Scotland England 951 4952 521%
+576%
Scotland 66 380 576%
OOH
Region
England
Control +521% Wales 34 133 391%
Region
Wales OOH Increase in Scotland 47% higher than Wales
+391% EFFECT Increase in England 33% higher than Wales

10. Clark Chapman Mobile Interaction Research
• 300 Face to Face On Street Interviews in Proximity to posters
• Interviews in London, Birmingham, Glasgow and Manchester
• All chocolate confectionery purchasers & smartphone owners
• Followinggroups used for analysis:
• 200 Interaction (“Natural” & “Asked to Interact”)
(A) 64 NFC/QR Code
(B) 136 Search
• 100 Non Interactors (Control)

11. General Barriers to QR/NFC Poster Interaction
• Main barriers to NFC/QR Code Poster Interaction was lack of
awareness of the technology
• 67% Non Interactorsnot aware NFC
• 29% Non Interactorsnot aware QR Codes with 22% not
understanding how to download QR Code Reader
These are barriers that will be overcome with time
• Only 9% concerned about Security/Viruses on their mobiles
Provided a free code so that I could have entered
the promotion for a chance to win £10 48%
Free promotional codes or an
Nothing, I wouldn't consider interacting with the
poster 38% electronic coupon would have
Given me an electronic coupon for a discounted Kit encouraged Kit Kat interaction
Kat 30%
Rewarded me for checking in to Facebook places
or Foursquare 6%
Linked to Kit Kat gaming content 4%
Allowed me to easily “Like” Kit Kat on Facebook 4%
Given me local information/directionson the nearest
place to buy a Kit Kat 2%
Provided an entertaining video to watch on my
mobile 2%
Base: Non Interactors – sample 100

12. “Natural Interactors” used Search due to familiarity and convenience
whilst QR Codes/NFC are used for experimenting, fun and speed
Interacted naturally via Search Interacted naturally via NFC/QR Code
68% I have used this method many times before 29%
63% I think this is the easiest/quickest way to interact/respond 59%
11% I do not have/don't know if I have a QR code reader 0%
16% I do not have/don't know if I have an NFC enabled phone 0%
0% I have not used this method before but wanted to try it 29%
0% I think this is the most fun way to interact/respond 59%
Base: Natural Interactors – sample 36
Q7b Can I ask you why you used that particular method as opposed to the others?

13. Rating Technology- Overall
QR Codes / NFC were rated as the best Technology Experience
Overall with 98% rating is as Good compared to 69% for Search
Very Good Quite Good OK Poor It did not work
Interacted
Search
Search 25% 44% 31%
Interacted
NFC/QR Code
NFC/QR
55% 44% 2%
Code
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q9a Based on mobile/interaction experiences you had on this occasion, how would you rate this
technology (QR code, NFC or searching online) as a way of interacting ?

14. Rating Technology- Speed
QR Codes / NFC were rated as the best Technology for Speed with 93% as Good
Very Good Quite Good OK Poor It did not work
Interacted
Search
Search 40% 36% 22% 2%
Interacted
NFC/QR Code
NFC/QR
73% 20% 6%
Code
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Speed

15. Rating Technology- Ease of Use
QR Codes / NFC were rated as the best Technology for Ease of Use with 94% as Good
Very Good Quite Good OK Poor It did not work
Interacted
Search
Search 35% 38% 25% 2%
Interacted
NFC/QR Code
NFC/QR
75% 19% 6%
Code
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Ease of Use

16. Rating Technology- Convenience
QR Codes / NFC were rated as the best Technology for Convenience with 87% as Good
Very Good Quite Good OK Poor It did not work
Interacted
Search
Search 30% 34% 33% 1%2%
Interacted
NFC/QR Code
NFC/QR
64% 23% 13%
Code
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Convenience

17. Action Taken/Likely to take as a result of Interaction
High response levels as a result of the Interaction,
particularly amongst those interacting via NFC/QR Codes
Interacted NFC/QR Code Interacted Search
90%
84%
80% 78% 77%
70%
68%
59% 57%
60% 56%
50%
50%
40% 36%
32% 32%
30%
22%
20%
10%
0%
Tell other people about this experience Kit Kat (or Revisit Chunky, Aero or Yorkie) and on how Buy aKit Kat onleft withmedia (Facebook/Twitter) but would no
Would recommend a experience to other website to keep updated enter the code Kat (orsocial a GPS tracker or Yorkie)
Buy the Kit Kat the people Follow/Like Kit are Kit Kat Chunky, Aero
many bars
Q10 Which of the following are you likely to do/ have you done as a result of this experience?

18. Interaction, especially by NFC/QR Codes, has a
Positive Effect on Kit Kat’s Brand Equity
Average across 8 brand perceptions
Any Interaction = 81% Interacted NFC/QR Code = 92% Interacted Search = 76% Non Interactors=72%
Any Interaction Interacted NFC/QR Code Interacted Search
40%
+/- %pt increase over Non Interactors
30%
30% 28% 28%
20% 21% 21%
19%
20% 17%
15%
11% 11%
10% 10%
9% 8% 8%
10% 6% 6% 6%
4% 4% 3% 4%
1%
0%
-1%
-3%
-10%
-8%
-20%
Average 8 Is a brand I Helps make Is a brand Is perfect for Is nice and Is a brand Is good Is enjoyable
Equity love my breaks for me my break light that has quality to eat
Statements more really good
enjoyable taste
Q14 We are now going to ask you a few questions about Kit Kat. Please give your impression, whether or not you’ve
bought a Kit Kat recently yourself. To what extent do you agree or disagree that Kit Kat is …

19. Interaction Increases Purchase Consideration
Those who interacted with the advert had higher levels of purchase
consideration, especially those interacting via NFC/QR Codes
Strongly Encourage Encourage No Difference Less Likely
Non Interacted 7% 22% 71%
Interacted Search
Search 10% 27% 63%
Interacted NFC/QR Code
NFC/QR Code 16% 41% 44%
Any
12% 32% 57%
Interaction
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q16 How do you think this advertising would affect your likelihood to consider buying a Kit Kat ?

20. Summary Learnings
• 3,389 total interactions
- 75% QR Codes & 25% NFC
- Interactions most likely to take place in the morning commute and afternoon/early evening
- Wednesdays and Thursdays had particularly high levels of Interaction
-“KK GPS” Search term generated less impressions but click through rate was exceptionally high at 67%
-OOH had a broader effect on search with test regions experiencing higher increases than the control (Wales)
• QR Code/NFC Interactions rated very highly overall and for speed, convenience and ease use
• QR Code/NFC Interactions have positive effects on brand equity & purchase consideration
• Poster Interaction would be encouraged with free promotional codes/electronic coupons