‘World class’ ideas in Norwich for new technology

PUBLISHED: 17:42 29 March 2012

Proxama NFC event

Proxama NFC event


From a unique take on the children’s scavenger hunt to a device to make it easier to replace your windscreen, innovative teams came with new ideas about how to use a new mobile phone technology.

The Near Field Norwich event, which was held last week at The Open venue in the city, saw local digital group Hot Source and Norwich-based near-field communication (NFC) specialists Proxama, join forces.

NFC technology connects the physical and digital marketing worlds through contactless mobile technology. NFC “tags” are embedded within information points, such as packaging or posters, which people can then access by passing their NFC enabled phone over the tag.

Hot Source members used Proxama’s NFC marketing platform TouchPoint to design and build their own NFC marketing campaigns.

Hot Source members meet every month to share ideas and experiences to help digital creativity grow and flourish in the area. Nineteen teams were involved in the event, including national and international design agencies, freelancers and students from the local universities.

Neil Garner, founder of Proxama, said: “We are developing an NFC marketing platform for the mobile market and wanted to give Norwich businesses the first preview of how it works and what it can be used for.

“It’s also a great way of getting feedback on how different types of companies choose to utilise it so that we can improve our delivery.”

He added: “I was overwhelmingly impressed with the quality of ideas and executions that the teams who took part in this event came up with. The ideas are worthy of a world class stage and yet again demonstrates that Norwich is home to the very best in creative innovation.”

The teams were:

Billy’s Birthday – a unique take on the children’s scavenger hunt where objects containing tags are added to the virtual cauldron on the NFC enabled phone.

Spooky Naarch (Pocket Places with Special Design Studio) – A guided walk via NFC enabled posters hunting out the spooky corners of Norwich.

Balloon Dog – Mash-up of card collecting and Top Trump. Collect NFC enabled beer mats in your local pub.

Flow – NFC tagged windscreens for the windscreen replacement industry making part identification easier for consumers.

Blue Butterfly (UEA) - A system for one-tap connection for free wifi in bars, coffee shops and the like.

Can we go first? (NUCCA) – Using NFC enabled posters to deliver content to people on the street about the university.

Foolproof – Tagged posters and point of sale enable instant betting via your phone.

Team CC (Content Consultants) - A tool to help emergency medical professionals access translation tools to communicate with patients who don’t speak English

USURV - A customer research platform to allow the management of international point-of-sale feedback and surveying activity

MMK MEEJA - A massive multiplayer post-apocalyptic zombie-infestation game played across a city (There had to be zombies, right?)

Bouff Bouff! (Gary Norman, Photographer) – Point of sale information points tells customers about the clothes they are buying, and using an avatar enables them to see what the clothes will look like on.

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