In a four part series, AdNews explores the brave new world of outdoor. This first appeared in AdNews print magazine, subscribe here. See here for parts one, two and four.
We asked OOH media owners to nominate some of the most innovative pieces of creative to land on their networks recently.
1. ‘Bonds Boys’ Bonds - Ooh!Media
This campaign made fantastic use of Ooh!Media’s iconic Bourke Street Mall digital billboard in Melbourne, showing Bonds’ ‘Boys’ reacting to changes in weather conditions via a live RSS feed. As Ooh!Media CEO Brendon Cook noted, the campaign took creative based on weather to a whole new level.
2. ‘#helloworldRELAY’ Helloworld - Adshel
Helloworld used Adshel digital street furniture assets to bring its interactive social campaign #helloworldRELAY into the real world, in real–time. It allowed consumers to Instagram inspiring travel images with the hashtag , which were then fed onto Adshel screens in real time.
3. ‘First Preference’ QUT - Goa
Goa worked with ad agency BCM to bring direct mail into the modern age. Potential uni students often get a mailer from the uni thanking them for making it their first preference. But, this campaign saw QUT mail out personalised invites, urging students to create their own digital sign that would be sent to digital billboards.
4. ‘State of Origin’ Sportsbet - QMS
QMS used dynamic messaging functionality to deliver a cheeky campaign favouring the Qld Maroons to win the State of Origin. Consumers were able to engage with Sportsbet’s social media accounts to reveal one letter of a billboard message at a time, eventually revealing “sledging competitors, NSW”.
5. ‘Find Their Magic’ Lynx - JCDecaux
In partnership with PHD, this campaign saw the creation of custom-built dispenser panels that gave the men of Sydney, Melbourne and Brisbane, the ability to receive a sample of Lynx’s Oud Wood & Dark Vanilla fragrance. The dispenser activated by motion detectors when a passer-by’s wrist was next to the bottle.
6. ‘BMW Rugby Partnership’ BMW - APN Outdoor
Working with Vizeum and Posterscope, BWM engaged APN Outdoor to drive awareness of its sponsorship of the Wallabies. Using APN’s Lux Collection, Elite Screens and Sydney Airport Lightboxes, the campaign targeted rugby fans on their way to and from matches. Working with Vizeum and Posterscope, BWM engaged APN Outdoor to drive awareness of its sponsorship of the Wallabies. Using APN’s Lux Collection, Elite Screens and Sydney Airport Lightboxes, the campaign targeted rugby fans on their way to and from matches.
7. ‘Feel the joy’ Mondelez - VMO
VMO teamed up with Carat and Saatchi & Saatchi to help Cadbury support Australia’s Paralympics team. The activation invited passers-by to send a message to the team using a self-service tablet next to a customdesigned 90-inch screen. Messages were collected and distributed via social media channels.
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