APN News & Media has launched its first creative collaboration as part of strategic plans to leverage the strength and expertise of businesses within the group.
APN’s Australian Radio Network (ARN) and Adshel have collaborated to use cross-platform synching to promote a community service campaign for the Road Safety Commission of Western Australia.
Officially launching last month and running through April, the ‘Might be a Mate’ campaign targets motorists throughout Perth, who receive a synchronised message via both their radio and outdoor advertising digital panels during their commute.
The campaign, designed to save lives by humanising both cyclists and motorists, is running across the Adshel Live digital network for three weeks, with seven creative executions on rotation in 14 campaign locations across Perth’s CBD.
The messages are synched four times throughout the day with ARN’s 96FM so that when the campaign’s 30-second ads are on-air, the creative appears on Adshel’s digital network simultaneously.
APN chief executive and managing director, Ciaran Davis, said the campaign is a great example of the compelling opportunities the group can offer clients by leveraging its media assets.
“The recent acquisitions and repositioning of the business mean that APN is a very different company today, holding a unique position in Australian media,” he said.
“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.
“While our businesses are strong individually, together they offer a greater platform for our clients when we operate in a more unified way, and this latest campaign is a prime example.”
Alisia Mumby, campaign project officer at the Road Safety Commission of WA, said the campaign aims to build empathy between motorists and cyclists, giving practical advice on what safe road usage means.
“The Road Safety Commission believes that new media collaborations like this creates an innovative opportunity to interact with audiences in a way that makes a real impact,” she said.
Media agency: Carat
Senior business director – Jodie Traynor
Head of Carat Connect – Paul Clout
Creative agency: 303MullenLowe
Business director/ team leader – Todd Baker