APN Outdoor has launched a new multi-platform campaign, with OMD Melbourne to bring the All-New Mazda MX-5 to market.
Utilising APN Outdoor’s national portfolio of Elite Screens and static Billboards, Mazda have incorporated several different messaging options to communicate with their key audiences, using day-part messaging.
The All-New MX-5, Mazda’s iconic convertible sports car, has been hotly anticipated by auto enthusiasts for some time and the campaign works to pique the interest of those in the know, as well as communicate the car’s features for those less familiar.
With messaging iterations that speak to time of day and traffic conditions such as “You can be a few minutes late” and “It’s lunch. Open roads, not emails” the campaign is sure to be noticed by commuters and other drivers alike.
Mazda Australia’s marketing director, Alastair Doak, said: “To launch the All-New Mazda MX-5 we used traditional outdoor formats, such as consecutive and portrait panels to enforce the Look Up messaging. However, we were keen to take the Look Up idea further. Landmark static billboards further built awareness and adding dynamic, strategic messaging through APN Outdoor’s Elite Screen portfolio delivered another exciting opportunity for Mazda and our iconic MX-5 sports car.”
Mark Fairhurst, general manager-sales, APN Outdoor commented: “The integration of static billboards and Elite Screens within this campaign is indicative of the way Mazda is embracing digital Outdoor and the unique and exciting opportunities it offers to brands. Being able to speak to an audience through day part messaging, with specific reference to traffic conditions, all the while promoting the new MX-5 shows that Mazda is embracing the new assets and accompanying technology and we applaud the client and agency for their vision.”
APN Outdoor has demonstrated an ongoing commitment to leadership and pioneering of digital outdoor in Australia with developments across their Elite Screen, Transit Technology, XtrackTV and Airport portfolios nationally. The Outdoor leaders boast an Elite Screen portfolio of 36 sites and are in the process of building several new landmark Digital Billboards as part of the redevelopment at Sydney Airport.