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Le Coq Sportif demonstrates NFC applications

Thursday 29 May 2008

After cultivating partnerships with great sporting figures, the French brand launched an event to create a buzz around the 25th anniversary of Yannick Noah’s victory in the French Open (Roland Garros).

Le Coq Sportif has set up a partnership with handset vendor Nokia to demonstrate RFID and NFC applications during the Roland Garros tennis tournament currently taking place in Paris. Le Coq Sportif asked TheBigSpace – an emotional experience agency – to create an application to install within a standard shop mirror. The concept involves interacting with clients, advising them on clothing combinations and creating a strong emotional attachment with the brand.

For customers, the operation is straightforward. They select an item of clothing or pair of shoes and then hold the tag close to the mirror, which will then offer suggestions for related items and additional colors, and will also give access to video content (a video of Yannick Noah). To make this possible, Le Coq Sportif labels the relevant products (vintage products that have been re-worked for Roland Garros) with two tickets: one RFID tag and one NFC tag. This fully RFID magic mirror will be installed exclusively at the Le Coq Sportif stand at Roland Garros, and subsequently in the Strasbourg and Paris Citadium stores, as well as in the brand’s Paris showroom.

Thanks to the NFC tag, Le Coq Sportif is also able to communicate with its customers directly. To make this possible, Nokia will provide Nokia 6131 NFC equipped mobile devices available to customers. The mobile just needs to be held near to the tag for automatic application download to be triggered. Clients can then watch videos, and register online to receive related newsletters and other brand information. Nokia also proposes customers to play a quiz transmitted via NFC on a Nokia 6131 handset. Winners will enjoy a day with Yannick Noah and Mats Wilander, a seat to their exhibition match taking place on a barge on the Seine river.

Technology partners in this operation include:

  • Avery Dennison (for the tickets);
  • KSA (a consultancy specializing in the retail sector and consumer products);
  • Nokia (for mobile applications);
  • NXP Semiconductors (for the chips);
  • Tagsys (for the inlays);
  • TheBigSpace (for the magic mirrors).