NOVA Entertainment has partnered with outdoor media specialist QMS to launch a campaign for bp that synchronises broadcast audio with digital out-of-home (DOOH) across Melbourne and Sydney.
The campaign uses technology developed by NOVA to trigger automatic updates to QMS' digital roadside network in real time as the corresponding radio ad is broadcast.
As listeners continue their journey, dynamic DOOH creative reinforces the message they've just heard, directing them to their nearest bp for coffee, breakfast, snacks and in-store offers.
The Start the Day campaign extends bp's sponsorship of the Smooth FM More Music Breakfast Shows in Sydney and Melbourne.
Josh Cunningham, bp's brand and communications country manager, said the partnership was a natural fit.
"At bp, we know the morning commute can set the tone for the day ahead," Cunningham said.
“We're focused on helping Australians make the most of these morning moments, whether that's with quality coffee, breakfast on the go, a quick snack, or an everyday offer close to their route.
"This campaign, and our broader partnership with Smooth FM, brings that message to life in a really relevant way, connecting with customers on their commute and reminding them that bp is always just around the corner.”
The integration underpinning the campaign was developed by NOVA's technology team in collaboration with QMS and is designed to scale across additional stations and advertisers.
Nicole Bence, NOVA's chief commercial officer, said the solution reflected the kind of collaboration the market is asking for.
"Our partners have been clear about what they need," Bence said.
“Media owners can't just sit side by side on a media plan and call it collaboration. Real collaboration has to stack the benefits, creating something more than either channel could deliver alone.
“This campaign puts that thinking into practice. The technology fits, the partners fit, and the results should be stronger for it.”
Christian Zavecz, QMS' chief strategy officer, said pairing dynamic DOOH with live broadcast audio took relevance to a new level.
"As a visual medium, digital out-of-home excels at capturing attention at scale. Pairing dynamic DOOH with live broadcast audio takes relevance to a completely new level,” Zavecz said.
"By aligning NOVA's audio reach with our digital network, we're delivering bp's message with incredible real-time impact - hitting commuters visually at the exact moment they're tuned into Smooth FM. It's a powerful solution that turns high-frequency reach into immediate action on the road.”
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