WCIT in South Africa has deployed Bluetooth installations in 2 airports.

Both airports controlled by the client ACSA. The project was initiated as pilots to ascertain the viability of Bluetooth advertising within an airport retail environment and has shown good results.

The project
It was initially decided that two WCIT units would be deployed: One at the Johannesburg International Duty Free zone & one at the Cape Town International Duty Free zone.

The target market
The designated target market is any adult traveler passing through the Duty Free area. Due to the cost factors involved in flying, it has been assumed that the majority of the travelers would be of sufficient financial status to own the latest mobile phones. This by implication means that a large percentage of them would own Bluetooth enabled phones.

The enabler
A number of signs, posters and banners were deployed to ensure that travelers were made aware that they were entering a Bluetooth zone. This would then encourage travelers not only to turn their Bluetooth function on, but to also accept the messages that were on offer to be downloaded. Experiences has shown that without the support from tradtional media sites, the results of Bluetooth campaigns can quite poor.The content:

The content consists entirely of animated & colourful .gif files, which are providing the following advertising messages:

- Range of stores to be found at each duty free
- Examples of products to be found at the stores
- A range of product offers (special discounts)

The Results
WCIT has had great success with these installations. The percentage of accepted messages compared to the potential amount of Bluetooth mobiles detected have been above the expected rate. Petros Kondos, CEO of WCIT, has also been impressed by the amount of interest that WCIT has experienced based upon these installation.