Avery Dennison Launches NFC-Powered Smart Poster in Collaboration with Signbox

Avery Dennison Corporation, through Avery Dennison RFID Company, and Signbox Ltd., a leading UK sign and display communications company, have joined forces to launch a sophisticated backlit poster system called Enlighten. The new smart poster range is powered by Avery Dennison RFID N-Zone Near Field Communications (NFC) inlays.

Enlighten was launched at London’s prestigious Saatchi Gallery on Oct. 4, 2011, with guests that included representatives from leading London advertising agencies, major brand custodians and senior marketing professionals.

Enlighten is an exciting new smart poster system that delivers enhanced customer engagement through new proximity marketing. It aims to change the way people interact with brands and the marketing messages that surround them. Enlighten enables a range of custom-tailored messages including promotional offers and location-based information to be transferred directly to target audiences via their NFC-enabled smartphones or devices.

The effort involved both Avery Dennison RFID and Avery Dennison Graphics and Reflective Solutions businesses working in cooperation with Signbox’s technical and business teams.

Maggie Bidlingmaier, Avery Dennison RFID director of global sales and marketing, said, “Our N-Zone NFC inlays are a great match for this display system. The N-Zone tags, using NXP`s NTAG chip family, were created for just this purpose – to transform static promotional materials into more powerful interactive media. Businesses looking for a competitive edge will find the N-Zone-powered Enlighten smart posters a vital promotional tool and a marketing game-changer. Working with Signbox has been a great experience and we look forward to continuing to innovate with them in the NFC signage space.”

Mark Bartlett, managing director of Signbox, commented, “In developing the Enlighten smart poster system, Avery Dennison has proved an invaluable partner to us. Together, in a relatively short time span, we have created not just a sophisticated smart poster system, but one that in the coming years should completely transform the way brand owners and campaign managers communicate with their target audiences.”

“Unleashing the potential of NFC, Enlighten takes product marketing and promotion to a new level,” said Chris Feige, general manager tags and labels, NXP Semiconductors. “We are excited to provide our latest NFC technology to serve the need for flexibility, convenience and user experience, contributing to Enlighten’s success.”