Airwallex has recorded significant brand gains following a national OOH campaign planned by Accenture Song Media and delivered through oOH! Media, resulting in triple-digit lifts across awareness, familiarity and consideration.
The fintech’s first major Australian brand campaign was designed to shift perceptions of Airwallex among high-value business decision-makers, positioning the company as a modern alternative to traditional financial services.
Built around audience-led planning, the campaign used a multi-format Out-of-Home strategy spanning airport environments, Qantas lounges, office towers, retail, street furniture, metro rail and large-format billboards.
The approach generated more than 184 million impressions and delivered five times the reach of a billboard-only campaign, according to campaign results.
The brand outcomes study found a 386 per cent increase in awareness, a 267 per cent lift in familiarity and a 180 per cent rise in consideration among exposed audiences. Nine in 10 people who saw the campaign took action, while 90 per cent of exposed audiences saw the campaign multiple times, reinforcing the role of frequency in driving brand impact.
Jennifer Snell, marketing director ANZ at Airwallex, said the campaign represented the company’s largest brand investment to date and was designed to redefine how businesses view global financial operations.
“This campaign was our largest brand campaign to date, designed to fundamentally shift how businesses understand who we are and what we offer,” Snell said.
“Our ambition was to position Airwallex as the future of finance by showcasing the full breadth of our platform and challenging outdated, ‘clunky’ ways of managing global financial operations.”
The campaign was developed around reaching decision-makers in environments where they were most likely to engage, with messaging focused on helping businesses operate faster, smarter and without borders.
Chris Colter, managing director of media strategy at Accenture Song Media, said the campaign demonstrated the impact of combining audience intelligence with a full-funnel Out-of-Home strategy.
The results also highlight the growing role of Out-of-Home as a key channel for B2B brands looking to build awareness and influence consideration among hard-to-reach audiences.
Mel Duffy, head of product and POLY strategy at oOH! Media, said the success came from treating Out-of-Home as an integrated ecosystem rather than a series of separate formats.
“What made this campaign work was treating Out-of-Home as more than a collection of formats,” Duffy said.
“It was about understanding the role each one plays and how they work together to build momentum. When you plan in an audience-first, objective-led way and show up consistently across the journey, it delivers the kind of frequency and relevance that actually shifts behaviour.”
