VMO Delivers Geo-Targeted Ads During The Big Bash

VMO Delivers Geo-Targeted Ads During The Big Bash

VMO, in partnership with Cricket Australia, have delivered a unique data driven out- of-home solution targeting supporters of competing teams in this Summer’s Big Bash League (BBL).

The campaign concentrates on BBL’s heartland – mums and children. A core viewing demographic amongst VMO’s 25+ million strong cumulative audience.

In what was a first for Cricket Australia, audiences were geo-targeted based on Cricket Australia data that identified how suburbs aligned with various teams.

For example, in suburbs where Melbourne Renegade support was strongest, the shopping centres in these locations ran Renegade – focused creative.

This geo-targeted strategy – programming team ads in the most demographically relevant shopping centre locations – was applied in key areas across Australia.

Additionally, shoppers were given a taste of BBL’s greatest asset – its fun, dynamic atmosphere.

Across the VMO network, large format screens equipped with directional sound, delivered the music and crowd sound of a BBL game.

Paul Butler, VMO’s general manager sales and marketing said; “Directional sound means we recreate the atmosphere of the game and helps quarantine the sound to certain zones, isolating the impact from the rest of the centre. For shoppers the sound is unexpected and draws their attention – that equals greater cut-through and impact.”

The campaign is running until January 13, 2018.




Please login with linkedin to comment

big bash Out Of Home vmo

Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]