Ladbrokes Brings Spring Carnival To The Streets With goa

Ladbrokes Brings Spring Carnival To The Streets With goa
SHARE
THIS



To capture the imagination of punters leading Queensland out-of-home provider goa and top wagering company Ladbrokes have collaborated on an immersive outdoor campaign to bring impact to Ladbrokes’ Spring Carnival campaign in Brisbane.

There is no better way to get audiences excited for spring carnival racing than bringing the racetrack to the streets. This activation has seen goa and Ladbrokes do just that, featuring life-sized mechanical horses “galloping” to the finish line alongside one of Brisbane’s busiest roads to evoke the spring carnival spirit in the lead up to The Cox Plate and Melbourne Cup.

Jason Kibsgaard, CMO of Ladbrokes Australia, said The Melbourne Spring Carnival is the most important time of the year when it comes to racing and he hopes to bring that to life for Brisbane audiences with this creative execution.

Ladbrokes 6 copy

“This year is the inaugural running of The Ladbrokes Cox Plate and the 97th running of this pinnacle Spring Carnival race. As part of our partnership with Moonee Valley Racing Club, we wanted to bring the excitement of The Melbourne Spring Carnival and The Cox Plate to the heart of Brisbane – with the name Winx hot on everyone’s lips, there is no better time to reach our audience,” said Jason.

When asked about the role of out-of-home plays with creating impact with their brand, Jason commented, “Out of Home plays a pivotal role during spring in delivering impact and reach at a time of year where competition is heavy and an uncluttered environment is key. Retail messaging is an important part of our overall strategy and the ability to accurately time our messaging and run multiple creatives is integral. Outdoor truly allows us to geographically target our customers in contextually relevant spaces.”

This mass scale activation coincides with goa’s unveiling of their completed BOWEN HILLS ICONIC site which is now the flagship of their ICONIC SERIES. This premium location has undergone a huge makeover and features a one of a kind activation space with huge potential for brands to think creatively about how they can immerse audiences with out-of-home.

Delivering campaigns that offer tactile brand experiences are becoming more commonplace as creative agencies work more closely with media providers. In this case, however, it shows the creative nous that can be delivered by forward-thinking media outlets.

Angela Boon, Business Development & Agency Account Manager at goa said, “Ladbrokes is a fantastic client to work with. They are so open to being brave in the outdoor space and they look for ideas and innovations that have never been done before. With the incredible landscaping completed at the BOWEN HILLS ICONIC I knew I had a brilliant space to play with, I just had to find the idea to go with it… this activation was designed to grab attention and be remembered.”

The campaign runs from the 23rd of October for 16 days.

Please login with linkedin to comment

goa Ladbrokes Australia

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.