Contextual NFC Playlists

Google Play Music was a major music streaming contestant at the end of 2014, with over 30 million tracks available. When Google asked us to spread the word with a digital OOH campaign, we decided to offer a taste of this vast catalogue in two very relevant contexts.

Airports

We took Google Play Music to airports and gave Aussie travellers a chance to ‘discover music that took off where you’re about to land’. Near domestic departure gates, passengers could pair their smartphones to digital screens and type in their flight numbers. A custom animation pinpointed their destination before introducing a playlist of artists that came from that part of Australia. The samples – blending classics and new songs about places and travel – were available for streaming at a moment when people have time to spare. For those who wanted more, a free trial of the full Google Play Music experience was one tap away.

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Public transport

Bus and train commuters could tap our posters with NFC-enabled mobiles to get a playlist tailored to that trip, at that time of the day, that day of the week. I personally curated two playlists for each weekday, with ten songs each, across the seven days. The song titles and themes added another layer to the story, referring to that part of the week or the feeling of going to work or back home.

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