Opal now accepts Mobile Payments
American Express had a problem that Card Members didn’t see the day-to-day value in using mobile payments vs. simply making contactless payments with their physical Card. With the recent ability to use your mobile wallet to pay for trips on Ferry and Light Rail, we saw an opportunity to normailse the behaviour of ‘tapping’ on with you mobile.
Beacon Technology
By installing a beacon (small bluetooth device that repeatedly transmits a signal that other bluetooth devices pick up) on all Sydney Ferries, we were able to directly target existing Amex customers at an opportune time. If a passenger who has the Amex app installed on their phone comes within reach of the beacon (i.e. boards the ferry) they would receive a notification from their app encouraging them to use mobile payments to pay for their next trip.
The beacon play was supported by a campaign across contextual OOH and social.
Leichhardt
Light Rail
Chinatown/Haymarket
Light Rail
Taronga Zoo
Ferry
Manly
Ferry
Social video