Southern Cross Austereo’s in-house client creative services team has released its first TV work for partner OVO and has plans to take on more established creative shops this year.
Known as 'The Studio', the creative team's foray into TV advertising was the opportunity it needed to solidify itself as the “central point” across all platforms, head Luke Parsons says.
“With all of these platforms coming together, there needs to be a central point of creativity that can output different materials, because of that we decided to put our hand up with a partner of SCA, OVO, and take on all of their creative,” he says.
“It [shows the] market that we are agnostic ideas creators and we can also execute this agnostically. This work with OVO signals a turn to a more comprehensive multi-platform approach for SCA’s clients.”
The latest 30-second ad promoting OVO’s 100GB prepaid Mobile Broadband Plan marks the third TV ad for the client.
“We are now just seeing what the appetite in the market is because we can do pretty high quality stuff with pretty transparent profits,” Parson says.
"Will we take on more work like this? Absolutely. We are in very early stage talks with other clients about it, but we will see where it goes to be honest.”
Parsons believes that within a year The Studio's production capabilities could rival some of Sydney’s "more established creative and production houses".
“For TV, it is still trying to tell that authentic and true story, so we are using people on the ground that are already doing that through our digital assets and then using their expertise," he says
“We are also looking at how we can innovate in the audio space as well. You are going to see a few things this year and into the next that are going to look a bit different from the traditional radio creative services because we certainly don't see ourselves as that.”
The latest spot with OVO follows a launch campaign for its mobile plan for kids, aimed at parents of first-time phone users.
“The overall results from these campaigns have been really outstanding,” OVO’s head of marketing Melissa Jones says. "Over the December/January period we saw a 60% increase compared to average sales over same time last year for our Mobile for kids product, which exceeded the 25% to 30% we were expecting. We’re confident that the creative contributed significantly to those results.":
The latest campaign has been rolled out across the HIT and TripleM networks and SCA’s regional TV network.
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