APN Outdoor, an outdoor media provider, has teamed up with Bonds and their media agency, OMD, on a new campaign promoting the iconic Aussie brand’s new range of tights. The ads feature Australian superstar rapper Iggy Azalea.
The ‘New Tights’ campaign will be running on APN Outdoor’s large format billboard network in Sydney, Melbourne, Brisbane, Adelaide and Perth. Measuring a staggering 24.4 metres x 8.5 metres, the billboard boasts the largest advertising display area within the CBD and can be viewed from up to 2km away. It is located on Broadway, a major pedestrian and traffic thoroughfare in Sydney and the main entrance to the city from the west.
Emily Small, Bonds marketing manager said: “Key objectives of this campaign included generating awareness of the new Bonds’ tights range, and wanting to be close to retail outlets. To do this we needed a medium with big impact and large-scale reach along with strategic audience targeting opportunities. APN Outdoor’s billboard network provided us with the ability to achieve all of this and we have been really happy to see Iggy’s creative hit the streets in literally such a big way.”
Mark Fairhurst, general manager – sales, APN Outdoor said: “With 46 per cent of people who notice billboards believing they are effective at reaching them whilst driving, large billboards on key arterial roads are ideal for reaching millions of Australians each day. Large format provides impact and exposure on a level few other mediums can rival, plus it operates 24/7 and cannot be switched off. The creative in Bonds’ new campaign – with its succinct messaging, strong visual and clear branding – plays to the medium’s strengths, making it another successful outdoor campaign from the much-loved Aussie retailer.”
An APN Outdoor’s Attention Economy study conducted last year revealed that 56 per cent of Australians say that large billboards attract their attention and that 42 per cent of Australians recall seeing an ad on a large billboard in the past seven days.
Bonds’ new large format outdoor campaign is currently live on APN Outdoor’s billboard network and will run through to the end of June.
This campaign is the next phase of #BONDS100, celebrating the company’s 100th year in business. The Classics Campaign featured well-known Australians such as Miranda Kerr, Rachael Taylor and Ruby Rose to name a few, and also ran on APN Outdoor’s large format billboard network. The use of Azalea in the ‘New Tights’ campaign follows a similar star-power approach from Bonds.