Aussie Home Loans and its media agency, IPG Mediabrand’s Initiative, have partnered with out-of-home media company JCDecaux to refocus their out-of-home audience targeting to inform online activity.
This is a market-first for Aussie that has traditionally planned its Out-of-Home media against Aussie store locations.
For this campaign, JCDecaux has used data from the geospatial tool JCDecaux ORBIT to target Aussie’s specific audience segment of mortgage refinancers for smarter targeting, which will then be used to target audiences online.
The Out-of-Home campaign data will also be used by Aussie’s performance marketing agency Matterkind, to inform and enrich digital online performance strategies. This enables Aussie to engage with its target audience as they move through their day, across both public and private screens.
Max Eburne, chief commercial officer at JCDecaux, said: “Aussie’s latest campaign is a brilliant example of how advertisers can use data to combine the public and private screens, delivering more strategic and effective campaigns.
“Taking advantage of JCDecaux’s ever-evolving data capabilities to deliver integrated, omnichannel campaigns, is where we see the future of Out-of-Home. It’s very exciting to see brands such as Aussie, lead the way.”
Antoinette Tyrrell, head of brand at Aussie said: “The Aussie brand has spent 30 years being a trusted and reliable source that Australians turn to when navigating the housing market. Currently, the nation is facing one of the most critical times for homeownership when it comes to their mortgage.
“This initiative will continue to evolve our Aussie offering through innovation, showcasing how our experienced “Refinaceers” can help provide the most competitive deal in the housing market for thousands of homeowners.”
Jo McAlister, Sydney Managing Director at Initiative said: “We’re thrilled to be partnering with JCDecaux to use their data smarts to evolve the way we plan and buy omnichannel campaigns for Aussie. At Initiative innovation is at the core of what we do, and this campaign encompasses exactly that. This is just the start; we’re excited to see how this partnership evolves in the future.”
The campaign, targeting Australians who would like to refinance their existing home loan due to rising interest rates, has been informed by JCDecaux’s ORBIT – a planning platform that uses geo-spatial audience intelligence to determine where the Aussie refinancer audience lives.
For this campaign, JCDecaux Digital Large Format sites were strategically selected by analysing the Aussie refinancer audience’s everyday journeys, and proximity to physical store locations. These audiences delivered via Adobe Audience Manager to Matterkind to inform efficient online targeting opportunities.
The campaign will initially run across selected JCDecaux Digital Large Format sites in Sydney and Melbourne for two weeks, over a three-week campaign period during October.
Please login with linkedin to commentJCDecaux
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]