Thin Film Electronics, a global leader in NFC (near field communication) mobile marketing and smart packaging solutions, today announced Mundipharma as a new customer in the OTC (over-the-counter) healthcare market.
Beginning in December, Mundipharma will leverage Thinfilm's complete NFC solution to deploy and manage a consumer-focused mobile marketing campaign promoting its BETADINE® Cold Defence nasal spray product.
Through the contest, consumers will be able to tap interactive packs of the product with a smartphone for a chance to win prizes, including an all-expenses paid trip for two to a Manchester City soccer game in Manchester, England.
The NFC-powered campaign will launch on December 21st in Singapore's new Changi Airport T4 – known worldwide as a flagship terminal for innovation and new technology – and will run through the close of the contest on February 28th. In a world first, BETADINE® Cold Defence is currently the exclusive advertiser in T4.
The 'smart' packaging for BETADINE® Cold Defence will feature Thinfilm's NFC SpeedTap(TM) tags. Each tag contains a unique identifier and fully integrates with Thinfilm's CNECT(TM) cloud-based software platform.
Mundipharma will use a custom dashboard within CNECT to execute the mobile campaign, manage tag IDs, monitor consumer tapping activity, aggregate data, and analyze results.
"We are always looking for new and more interesting ways to interact with consumers. This ground-breaking collaboration with Thinfilm is the latest in a number of innovative projects we've deployed that leverage technology to provide enhanced outcomes for patients and consumers," said Raman Singh, CEO Mundipharma.
"NFC's ability to facilitate direct, one-to-one dialogues with our consumers via a smartphone is compelling, and we're excited about the role Thinfilm's solution is playing in driving the success of this competition."
The campaign also leverages the global partnership between Mundipharma and Manchester City, with BETADINE® serving as the Club's Official Healthcare Product Partner. This mobile marketing initiative is part of Mundipharma's broader efforts to transform itself into a global healthcare technology organization. Mundipharma initially launched BETADINE® Cold Defence earlier this year in select markets in Asia.
"Connecting the physical and digital worlds is becoming a more common practice among leading brands looking to fuel consumer engagement," said Davor Sutija, CEO of Thinfilm. "Mundipharma's NFC mobile marketing campaign is a perfect example, and we're pleased to be working alongside them in partnership on this important project and others in the future."
Thinfilm is a global leader in NFC mobile marketing and smart-packaging solutions using printed electronics technology. The Company creates printed tags, labels, and systems that include memory, sensors, displays, and wireless communication – all at a cost-per-function unmatched by conventional electronic technologies.
Mundipharma's independent associated companies are privately owned entities covering pharmaceutical markets in Asia-Pacific, Latin America, the Middle East and Africa.