John West has launched an outdoor billboard campaign at Sydney’s iconic Bondi Beach.
Created by Posterscope, MPG and BWM (creative), the billboard is located at the newly developed North Bondi Surf Lifesaving Club and measures more than 600 square metres.
The new site intends to capitalise on the large Bondi Beach crowds over the summer holiday period and will be in place until 27 January.
It features an interactive element to entice engagement, with beach goers encouraged to upload a photo of themselves in front of the billboard to Instagram tagged with the John West tagline, #beyourbest2013, for the chance to win prizes.
Simplot’s general manager marketing, Tara Lordsmith, said of the campaign, “It’s very exciting for us to head into 2013 with such an innovative and stand-out piece of activity for the John West brand. Adapting our successful creative campaign for this site allows us to really make an impact on the beach crowd. Given Bondi can attract more than 40,000 visitors in a single weekend in summer, that’s a huge reach for us.”
Posterscope MD Joe Copley said: “The site is an unprecedented opportunity for brands to be part of one of Australia’s most iconic locations, as well as tapping into the ‘beach’ lifestyle and sentiment over the summer months.”