Iggy Azalea is up in lights again, with Bonds launching several large format billboards featuring its brand ambassador in its new tights range.
The campaign is part of its #BONDS100 campaign, celebrating the company’s 100th birthday anniversary. It features an out of home (OOH) advertising run across APN Outdoor's large format billbaord network in Sydney, Melbourne, Brisbane, Adelaide and Perth.
The media buy, by OMD, also features what APN is calling “Sydney's most prominent landmark site” – a 24.4m x 8.5m billboard located on Broadway with viewability from up to 2km away.
Bonds marketing manager Emily Small said that outdoor was key to the campaign.
“Key objectives of this campaign included generating awareness of the new Bonds' tight range, and wanting to be close to retail outlets,” Small said.
“To do this we need a medium with big impact and large-scale reach along with strategic audience targeting opportunities.”
The campaign is currently live and will run through to the end of June.
APN Outdoor GM of sales Mark Fairhurst said that large format is a great medium for attracting attention because it can't be switched off.
“With 46% of people who notice billboards believing they are effective at reaching them whilst driving, large billboards on key arterials are ideal for reaching millions of Australians each day,” Fairhurst said.
“Large format provides impact and exposure on a level few other mediums can rival, plus it operates 24/7 and cannot be switched off.
“The creative in Bonds’ new campaign – with its succinct messaging, strong visual and clear branding – plays to the medium’s strengths, making it another successful outdoor campaign from the much-loved Aussie retailer.”
The first iteration of the campaign saw the release of a video directed by the Sydney ARC Factory and included other billboard executions, shopper lites at point of sale and online advertising.
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