Source:  Digital Signage Expo East 2008
Content Award Submission
Company:  ADFLOW Networks
www.adflownetworks.com
Client:  Koodo Mobile

Koodo Mobile: Leading Telecommunications Company Connects with Customers Using Latest Self Service Interactive Kiosks, Offering Unique Shopping Experience

1) Copy of Content / Creative Brief
The content was designed to prompt consumers to touch the screen or pick up a phone, which, when activated, would play specific content on the phone selected. Once a customer initiated contact with the kiosk/phone the content would prompt the consumer to make selections on; phone features, services, contracts, plans, coverage, costs and accessories. The interactive contact acted as an extension of the sales team which educated consumers on what was available. Enticing, eye-catching content would play while the screen was not engaged.

2) Objectives
Koodo Mobile had several key objectives when creating the content for their interactive kiosks; to increase brand awareness of Koodo Mobile, educate consumers on the Koodo brand, share their value proposition, educate on products and services, increase conversion rates of browsers to buyers, reduce the sales cycle timelines, make it easy for consumers to select products or services and deliver a unique customer shopping experience.

3) Content Strategy
Koodo’s strategy was to engage consumers in an exciting and interactive way by allowing them to be actively involved in the discovery process of our brand and product offerings by allowing them to interact with the kiosk and our phones. The content enabled Koodo to leverage key product offerings to entice consumers to buy their phones. The content was also designed to inform and educate in a fun, easy to digest fashion, as well as reduce the time it takes to make a purchasing decision.

4) Results
The content was designed in such a way that the strong visual impact drew potential customers over to the kiosk to interact with the screens. Once engaged in the kiosk, the self-serve information gathering allowed customers to find their own answers prior to the engagement of a sales rep. The informative content reduces printed point of sale documentation, brochures, etc., and the application compiles customer user data, derived from the content, that could be used to update content to match customer buying preferences.

5) Problems/Challenges
Koodo was challenged with the extensive workload associated with updating the content when changes were required. They were also challenged with trying to avoid overloading their customers with too much information at once, while still allowing the sales representative to lead and close the sale, not the interactive kiosk.

6) Solutions
Koodo’s commitment to providing the complete customer shopping experience is on-going. They have informative take-away collateral available for their customers to learn more about their products and services. Koodo is working on a phase two of the customer experience by automating the process of updating kiosks. Koodo is also looking to utilize the content and interactive kiosk application for staff training purposes.