When radio and outdoor collide, APN works its assets in new campaign

Daisy Doctor
By Daisy Doctor | 12 April 2017

APN-owned companies Adshel and Australian Radio Network (ARN) have joined forces for a Perth-based road safety campaign.

The 'Might Be a Mate' campaign by 303MullenLowe and media from Carat, uses Adshel's out-of-home (OOH) network – roadside billboards – and ARN's radio advertising to promote safety between motorists and cyclists.

Working with the Road Safety Commission of Western Australia and Perth's 96FM, the campaign is running across 14 locations throughout the city and features 30-second radio ads which are accompanied with Adshel creative. The idea is that when a driver is listening to 96FM and passes an Adshel roadside billboard, a road safety message pops up on the radio that matches the creative on the billboard.

The collaboration echoes APN's strategy to integrate media across platforms, as first hinted at by CEO Ciaran Davis in 2015.

“The recent acquisitions and repositioning of the business mean that APN is a very different company today, holding a unique position in Australian media. Through ARN, Adshel, Conversant Media, and Emotive, we bring to market a unique 'away from home' advertiser proposition, which will derive revenue and new opportunities across the board,” Davis says.

“Thanks to the complimentary nature of assets within our portfolio, APN is well positioned to meet the changing content consumption habits of audiences and the integration needs of our advertisers.”

This move is supported by the recent appointments within the business of Tony Kendall in the newly created APN group role as chief revenue officer, and Justin Stone who has joined the newly created APN business development team in the role of director of research and insights.

This is not the first instance of APN bringing its assets together to work on a campaign. In March 2016, Emotive, ARN and Adshel collaborated to develop and push a campaign for accounting software firm Xero.

The campaign ran in Perth on the weeks of 13 March, 27 March and 10 April.

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