NTUC Club convinced of Bluetooth effectiveness

Singapore - NTUC Club has banked on Bluetooth technology to increase patronage frequency of Pasir Ris residents to Downtown East attractions and chalets.

By only delivering multimedia promotional content via Bluetooth wireless technology, to mobile phone users at Pasir Ris bus interchange and Downtown East, NTUC Club were able to gauge the effectiveness of the technology as compared to other ad mediums.

"We wanted to gauge the effectiveness of this mode of communication, however, we did place banners at prominent spots reminding people to activate their Bluetooth," Evelyn Loo, senior manager for NTUC Club corporate marketing said.

"The results have realised most of our campaign's objectives - the resort rooms, which were reserved for the promotion, were snapped up within hours after they were made available for booking. Subway, Ben & Jerry and the food court have experienced a surge in patronage after the lunch hour period during the campaign," she said.

The campaign launched first week of April 2007 and will end 30 April 2007. Developer and provider of Bluetooth broadcast solutions company, Oghma provided Bluetooth transmitting capabilities for the campaign.