Visa Canada has integrated a mobile OOH component in its Visa Perks ‘Win what you buy’ campaign. An SMS campaign that launched at Toronto’s Vaughan Mills mall earlier this month had eight retailers participating, including La Senza and Roots. Tent cards with a call to action invited shoppers to text in for a list of participating retailers, says Brian Chung, integration supervisor at Toronto-based Arc Worldwide, the agency behind the SMS project. Mobile users are then able to access m-coupons for use at the retailers. ‘Numbers are strong from the first week [we launched],’ says Chung of participation. Chung adds that Visa Canada will likely look at results from this pilot project as a means to decide whether to roll-out a retail mobile program nationally.
