Thinfilm and Barbadillo ‘Smart Bottle’ Innovation Earns 2018 Mobile Marketing Association ‘SMARTIES’ Award

12 noviembre, 2018

‘Dando en el Blanco’ campaign combining Thinfilm NFC tags and CNECT™ Cloud Platform recognized for strategy, creativity, results

Thinfilm - BarbadilloThin Film Electronics ASA (“Thinfilm”) a global leader in NFC (Near Field Communication) mobile marketing solutions, today announced that Bodegas Barbadillo’s ‘Dando en el Blanco’ bottle campaign received a 2018 Smarties™ Spain Award from the Mobile Marketing Association (MMA) in recognition of the campaign’s outstanding strategy, execution, creativity, and results.

The MMA Smarties program recognizes the best mobile-first marketing campaigns, as judged by an independent jury of brand and agency experts. The 2018 Smarties Spain jury consisted of marketing leaders from Coca-Cola, L’Oréal, Teléfonica, and leading Spanish media firm Vocento.

Barbadillo’s campaign used Thinfilm’s NFC solutions to promote a contest built around the company’s signature Castillo de San Diego white wine. The nationwide campaign added NFC functionality to 126,000 bottles that were distributed to over 200 major retail outlets across Spain. Thinfilm’s CNECT Cloud Platform managed and analyzed consumer interaction with every smart bottle, allowing Barbadillo to understand consumer behavior, including when, where, and how consumers engaged with the mobile campaign.

Analysis revealed that Thinfilm’s NFC solution delivered more users – and more engaged users – than traditional digital marketing methods. The NFC-enabled bottles drove ten times the amount of traffic compared to Barbadillo’s promotion on social platforms, and when interacting with Barbadillo’s mobile content, users from NFC engaged nearly three times as long as users from social platforms. The full case study is available to download from Thinfilm’s website: ‘Tap and Win’ Campaign Boosts Wine Sales and Consumer Engagement.

As a family-owned Spanish brand with nearly 200 years of history, it is an honor for Barbadillo to be recognized as a leading innovator in mobile marketing,” said Álvaro Alés, Director of Marketing and Communication at Bodegas Barbadillo. “Our goal was to appeal to new customers and encourage engagement, and Thinfilm’s NFC solutions allowed us to attract more customers who also spent more time with our brand.”

Barbadillo’s groundbreaking campaign illustrated how NFC can improve the effectiveness of mobile marketing, and we gratefully acknowledge MMA Spain’s recognition of that achievement,” said Davor Sutija, CEO of Thinfilm. “Now that NFC technology is supported by over two billion smartphones and integrated into all major mobile platforms, innovative marketers can build on these kinds of successful campaigns to improve their omnichannel consumer engagement.”

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