Lexus won two awards at the 2019 oOh! Unmissable Awards for its innovative Out of Home campaign to promote its first year as naming rights sponsor of the Melbourne Cup.
The campaign, which ran from 3-10 November, was recognised for embracing the full potential of the new Out of Home medium by broadcasting the race via oOh!’s digital network, embracing data, digitisation and running content in relevant environments.
This included the Lexus Melbourne Cup being streamed live to passengers on Wi-Fi enabled flights, in Qantas Clubs and Domestic Business Lounges, Collect and Connect screens at selected baggage carousels and on the country’s largest full motion digital billboard at Bourke Street Mall, Melbourne. Screens also carried a countdown to the race along with strategic advertising during the week.
Lexus was one of three brands to receive $500,000 of media to use for a multi-market campaign with oOh!, for successfully integrating two or more oOh! environments and native content.
The campaign and its use of contextually relevant creative was also awarded the Creative Award, which will see the campaigns’ creative lead receive two tickets to a leading innovative, media, film and music festival.
The two other brands to receive the National Campaign Integration Award including $500,000 of Out of Home media included Tourism Tasmania for its Go Behind the Scenery campaign and Energy Australia for its Anytime Saver Offer campaign.
Koala, Heineken, and Fiat Chrysler Automobiles (FCA) were awarded $175,000 of media, for their Holiday, Occasions and Jeep Cherokee campaigns respectively.
Chairman of Judges, Andrew Baxter, says judges gave the Lexus campaign the highest vote for presenting a strong understanding of its target market, delivering its message effectively and employing classic and digital formats, integrated with native content.
“As one judge observed, if a brand is going to sponsor an event, it makes sense to tell as many people as possible and do it in interesting ways that support your brand. Lexus has used Out of Home environments to bring the Melbourne Cup to those who weren’t at the event. It used “live” in a smart way and a variety of formats,” Baxter says.
“The overall execution of the campaign was lifted by the innovative strategy and effective placement of content.”
David Scribner, oOh!’s Chief Customer Officer, says Lexus produced a remarkable campaign that deserved recognition.
“All six winning campaigns were truly outstanding and deserve recognition for embracing new capabilities that extend beyond the traditional billboard,” Scribner says.
“They showed how through contextually relevant creative and content, the use of executions tailored to the format, the effective use of technology and using data and insights to connect with their audiences, brands can achieve powerful results.”
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