HONG KONG. Leading outdoor advertising company JCDecaux Transport has applied iBeacon technology to its latest advertising initiative at Hong Kong International Airport (HKIA).

Fashion and accessories brand Coach partnered with JCDecaux to debut the new online to offline (O2O) technology to engage with passengers at HKIA.

Making a statement: The new Coach campaign captures the attention across the airport's Arrivals spaces

Making a statement: The new Coach campaign captures the attention across the airport’s Arrivals spaces

Running through this summer, Coach has transformed the Arrivals greeting hall at HKIA using its 1941 collection – the featured product line that commemorates the brand’s 75th anniversary. The campaign is visible from the moment travellers step off the aircraft, when they pass along the Arrival concourses, the baggage reclaim area and into the greeting hall and central ramps.

Travellers have the chance to win a signature handbag by sharing a photo of any Coach advertisement at the airport through social media platforms, using hashtags #CoachPreFall2016.

With the Beacon technology, air passengers can interact by shaking their Bluetooth activated and WeChat App pre-installed smartphones when approaching the visuals. Beacon transmitters fixed inside the advertising lightboxes then communicate with passengers’ smartphones and walk them through the campaign step by step.

A new direction: The iBeacon technology allows brands to interact and engage with passengers on Arrival

A new direction: The iBeacon technology allows brands to interact and engage with passengers on Arrival

JCDecaux said the campaign provides an opportunity to the brand to communicate with their target audience beyond advertising panels, and extend the dialogue from online to offline (O2O).

“JCDecaux Transport is committed to developing interactive and innovative media solutions and let brands better engage with their target audience at the airport.” said JCDecaux Transport Managing Director Shirley Chan.

“With the success of this pioneer project, we are going to deploy the state-of-the-art beacon technology to the entire Hong Kong International Airport advertising platform, and in due course more sophisticated O2O and interactive advertising campaigns can be facilitated.”