Telstra and Coopers Brewery have taken over Melbourne’s Bolte Bridge billboards in a campaign via oOh!media.
Linking the Tullamarine and West Gate Freeways, the Bolte Bridge carries eight lanes of traffic and features a mix of classic and digital billboards.
“Telstra and Coopers were quick to recognise the potential of this rare opportunity, and we’re thrilled to have them as our launch partners,” said oOh!media chief revenue officer Mark Fairhurst.
“The scale and visibility of these consecutives are exceptional. Storytelling along a major thoroughfare has the power to spark conversation, drive engagement, and deliver unmissable results.
“It’s a strong example of how Out of Home is evolving and how we’re working with partners to create new, high-impact brand experiences.”
Telstra appears on six classic and digital billboards, reaching 3.7 million commuter journeys weekly, according to oOh!media.
Coopers have five sequential placements, appearing in 2.9 million weekly commuter journeys.
“Partnering with Atomic 212° and oOh! to launch the first outbound Bolte Bridge take-over is a fantastic opportunity,” said Coopers Brewery national marketing manager Kate Dowd.
“With Melbourne coming alive for the Spring Racing Carnival and a packed summer of events ahead, it’s the perfect time to be top of mind.
“This first-of-its-kind activation helps us cut through the noise and bring our brand to life in a bold, high-impact format.”
This take-over celebrates oOh!’s win of 42 Transurban motorway sites across Melbourne and Brisbane, including the Burnley Tunnel, Monash Freeway CityLink connection and WesternLink.
"We value the great partnership we share with Telstra and oOh!, enabling us to constantly push the boundaries and deliver premium attention moments,” said OMD chief media partnerships officer Jane Combes.
“We jumped at the opportunity to secure this first-in-market that places Telstra exactly at the right time and the right place for maximum impact.
“The sheer scale and creative domination along one of Melbourne's busiest corridors, is a cut-through idea designed to command attention.”
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