Dare to go digital outdoor

Dare to go digital outdoor
B&T Magazine
By B&T Magazine



APN Outdoor and Starcom have joined forces to bring to life a new outdoor campaign for Lion’s Dare Iced Coffee.

The campaign will use APN’s digital billboards in Sydney, Melbourne, Adelaide and Brisbane to change up the message in relation to what’s going on in the news and around the world at that time.

The Dare campaign puts a spin on trending moments in pop culture, reacting in real time and encouraging conversation around the #brainfail #darefix.

“The Dare Iced Coffee campaign demonstrates how advertisers can get the best of both worlds from large format digital,” Mark Fairhurst, general manager of sales at APN Outdoor, said.

“On the one hand you have all the original advantages of large format advertising; big impact and large-scale reach. Throw in the added benefits of digital, such as creative flexibility and immediacy, and the potential for campaigns to really resonate and connect with consumers is limitless.”

Peter Toone, general manager of Starcom in Melbourne added: “Dare’s creative platform of ‘when you’re not thinking straight’ gave us the opportunity to develop a dynamic social listening program for the brand, to aid us in identifying global trends and events quickly, which then informs the creative messaging in real time.

“Ultimately this leads to more compelling and engaging communications, whilst still remaining true to the Dare brand.  APN Outdoor’s Digital Billboards are critical to the campaign, enabling us to achieve high impact, whilst still retaining the flexibility to change messaging as and when events are unfolding.”

The campaign launched April 21 and continues for 16 weeks.

Check out some of the photos from the campaign below.

The campaign in Melbourne

The campaign in Adelaide




Please login with linkedin to comment

Latest News

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
  • Media

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]

a data analyst using technology AI for working tool for data analysis Chatbot Chat with AI, using technology smart robot AI, artificial intelligence to generate something or Help solve work problems.
  • Advertising

Introducing Yahoo Blueprint: A New AI-powered Suite For Better Ad Performance & Optimisation

Yahoo Advertising has launched Yahoo Blueprint, a central AI suite that powers performance-based solutions within the Yahoo DSP. Fuelled by over 335 million logged in Yahoo users globally, Yahoo Blueprint enhances decisioning, makes AI more accessible, and serves as a results-driven guide throughout the campaign lifecycle to deliver better outcomes for advertisers. This new AI […]

Publicis Sapient Announces Launch Of PS Hummingbird, Expanding Its Generative AI And Cloud Capabilities With Microsoft
  • Technology

Publicis Sapient Announces Launch Of PS Hummingbird, Expanding Its Generative AI And Cloud Capabilities With Microsoft

Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]