Client: TriadPrint
Project Overview:
In 2015, as Near Field Communication (NFC) technology was gaining traction in smartphones, I undertook a project to create the first NFC-enabled vehicle wrap. This project, executed for TriadPrint, involved designing and installing a custom, all-matte vinyl wrap on a Honda Element, with embedded NFC touchpoints. When tapped with a compatible phone, these touchpoints would launch a specific URL, initially a YouTube video. The project served as a powerful demonstration of integrating digital interactivity with physical marketing materials, showcasing expertise in vinyl wrapping, , offline to online conversion, and the innovative application of emerging technologies.
Challenge:
The project presented several key challenges:
- Seamless Integration: Integrating NFC technology invisibly into a vehicle wrap, ensuring both reliable functionality and a visually appealing aesthetic.
- Technical Limitations: Overcoming the inherent limitations of NFC, including the need for anti-metal shielding for optimal performance and finding the right tag size and placement to ensure consistent readability through the vinyl.
- Material Compatibility: Creating a striking wrap design using layered cut vinyl, rather than a single printed sheet, and accurately matching the color of the Honda Element’s unique plastic panels, to which vinyl does not easily adhere.
- Early Adoption: Working with a relatively new technology (NFC in smartphones) that had limited market penetration at the time, particularly on Apple devices.
Solution:
The solution involved a combination of creative design, technical problem-solving, and meticulous execution.
The Wrap Design: A Matte Masterpiece
The wrap was designed using a combination of pink, blue, and grey matte vinyl from industry-leading brands, 3M and Avery. The Honda Element’s distinctive grey plastic panels presented a unique design hurdle, as vinyl does not adhere well to this type of surface. To overcome this, I meticulously color-matched the plastic panels with the closest available matte grey vinyl and incorporated it seamlessly into the overall design. The wrap was constructed entirely from layered cut vinyl, rather than a single printed sheet. This required precise cutting and careful application of each individual layer to achieve the desired multi-dimensional effect.
NFC Integration: Tapping into Interactivity
Two NFC touchpoints were strategically positioned on the sides of the vehicle. The primary technical challenge was ensuring reliable NFC tag reading through the vinyl layer. This required extensive experimentation with various anti-metal NFC tags and careful consideration of placement. The ultimate solution involved positioning the NFC tags on the inside of the vehicle’s windows. I selected a large 45mm NTAG216 tag, featuring a powerful antenna, to maximize the read range and ensure consistent performance. To guide users, graphics were then applied over the tap points on the exterior of the window, providing a clear visual cue.
The User Experience: Seamless Interaction and Iterative Development
When a user with an NFC-enabled Android phone tapped one of the designated touchpoints, their phone would automatically launch a pre-selected URL. Initially, this URL directed users to a YouTube video demonstrating the NFC technology itself – a meta-demonstration of the wrap’s capabilities. However, the project quickly evolved beyond this initial proof-of-concept.
We experimented with various destinations for the NFC touchpoints, including:
- Idea Center: A dedicated section on the TriadPrint website designed to inspire and help individuals formulate new business ideas. This leveraged the “surprise and delight” of the NFC interaction to drive traffic to valuable content.
- Landing Pages: Custom-designed landing pages tailored to specific marketing campaigns or promotions.
- Interactive Forms: Forms that allowed users to quickly request information, sign up for newsletters, or provide feedback.
Through this iterative process, we discovered that fun and interactive content generated significantly higher engagement than more static or directly promotional destinations. This highlighted the importance of providing immediate value and a sense of novelty to incentivize user interaction.
Technology:
- NFC (Near Field Communication): A short-range wireless technology enabling communication between devices.
- NTAG216: A specific type of NFC tag with a larger memory capacity and antenna, chosen for its improved read range.
- 3M and Avery Matte Films: High-quality vinyl films used for the vehicle wrap.
Results and Reflection:
This project successfully demonstrated the potential of integrating NFC technology into vehicle wraps, creating a unique and interactive marketing tool. It was, to my knowledge, the first documented instance of such an application. While NFC adoption on Apple devices was limited at the time (2015), the project showcased a forward-thinking approach to mobile marketing and highlighted expertise in both design and emerging technologies. The hands-on experience gained, particularly in overcoming the technical challenges of NFC tag placement and material compatibility, proved invaluable for future projects.
Furthermore, the project provided valuable insights into the importance of visual context and user perception. We observed that users were more likely to approach and interact with the NFC touchpoints when the vehicle itself had a friendly and approachable aesthetic. A more commercial or intimidating vehicle design seemed to deter interaction, even with clear visual cues for the tap points. This highlighted the need to consider the entire user experience, not just the technological component, when designing for real-world interactions. The iterative approach to the NFC destination URL, moving from a simple demo video to an “Idea Center” and experimenting with landing pages and forms, also demonstrated the importance of adapting and optimizing based on user engagement and feedback. The project also served as an effective promotional tool for TriadPrint, showcasing the company’s capabilities and innovative spirit.
