The brands are the latest to partner with Ooh!Media to launch campaigns that are integrated across multiple outdoor assets.
Tourism Australia and soft drink giant Schweppes are the latest brands to release fully integrated outdoor media campaigns.
Working in partnership with Ooh!Media, the campaigns leverage classic and digital outdoor screens alongside roads, in shopping centres, office blocks, airports and on flights.
Adam Cadwallader, the group director of Locate by Ooh!, said brands are looking to reach customers across multiple outdoor environments as well as online, on social media platforms and through event experiences.
“Out of home campaigns are no longer just about creative on a digital or classic billboard, there is data used to plan and native content and experiential used to engage in locations that are contextually relevant, with online and social across a variety of mediums and environments to amplify,” Cadwallader said.
“Unlike days of old, a fully integrated out of home advertising campaign can now be assembled, created and delivered, with Ooh! giving brands never seen before reach, results and convenience.”
Cadwallader said the fully-integrated campaigns for Tourism Tasmania and Schweppes Australia’s new ALT soft drink range follows on from the Qantas Assure campaign.
Tourism Tasmania’s ‘Pop Up Book’
Ooh!Media worked with Initiative Melbourne to provide Tourism Tasmania with a ‘Pop Up Book’ activation spread across three environments, integrating content and competition.
The ‘Feed Your Curious’ campaign is delivered on outdoor assets across road, fly, office and retail, as well as Ooh!’s experiential arm Edge and content provider The Upsider.
The collapsible and reusable pop-up story book used immersive 2D layered display to showcase Tasmania’s highlights, including the MONA, spectacular scenery, oyster bars and gin distilleries.
The campaign uses carefully curated content inspired by Tourism Tasmania that is contextually relevant to CBD office workers.
Mobile Excite panels were placed in office towers featuring a map of Tasmania in digital format that comes to life with sound and video when touched. It offers viewers the chance to win prizes.
“Ooh! created a magical life-size Tassie pop-up story book with an ability for consumers to explore, touch, smell and taste the best of what the state has to offer that also provided a unique and surprising out of home experience,” Tourism Tasmania CEO John Fitzgerald said.
Schweppes’ Keep Doing You
Schweppes Australia’s new ‘Keep Doing You’ ALT soft drink campaign celebrates everyday people who are unashamedly themselves through stories that have been amplified by Junkee’s targeted student publication, Ooh!’s on campus digital network, social media and on-campus experiential campaign activity.
“Unique and authentic content for the Keep Doing You campaign was sourced and curated by Uni Junkee, with the content and advertising then running across oOh! Locate’s Study network in 90 universities nationally,” Cadwallader said.
“The Keep Doing You campaign activation did not stop there. Ooh!’s experiential team EDGE put 40,000 ALT samples in the hands of millennials across five universities, including the University of Sydney and Deakin University, during ‘O-Week’ earlier this year.”