To promote the premiere of the fourth season Ten’s I’m a Celebrity…Get Me Out of Here!, Spark Foundry and Network Ten partnered with VMO to deliver a 360° campaign domination at Sydney’s iconic Manly Wharf – a media first at a landmark commuter hub that attracts more than 16,000 visitors daily.
Demonstrating the power of combining strategic insights with digital and traditional out-of-home formats to dominate an environment, Spark and VMO delivered a campaign strategically built around the customer journey, impacting this highly captive audience across their commute in a key ratings area.
The four-week out-of-home campaign includes a full takeover of the Manly Wharf environment combining window and floor decals, hanging banners with WiFi integration and dynamic digital creative delivered via VMO’s premium, large format digital screens.
Showcasing VMO’s digital flexibility, multiple pieces of creative were programmed to play across the digital screens at target times over the campaign period – each message tailored to the time and day it appeared.
VMO’s GM sales and marketing Paul Butler said: “Delivering the right solution for Network Ten was paramount to achieving their campaign objective. Our Manly Wharf location offered the scale and impact at launch and played a key role in generating hype for their upcoming season of the show. The formula is simple yet potent: engage the right audiences in the right locations and at the right time.”
Spark Foundry Business Director, Jason Bradner, said: “It was great partnering with VMO for our client Network Ten to deliver a new, highly targeted and engaged channel for the launch of I’m a Celebrity…Get Me Out of Here!”
Testament to the effectiveness of this approach, the show has since achieved its best-ever ratings attracting 1.52 million viewers nationally for its first episode on 28 February.
Network Ten’s head of marketing and social media, Brad Garbutt, said: “Network Ten was excited to partner with VMO and Manly Wharf to promote the fourth season of the hit family entertainment show I’m A Celebrity…Get Me Out of Here!
“Manly, as the gateway to the family-friendly Northern beaches, was a key target area for our campaign. VMO delivered high-impact media with a tailored mix of static and digital positions, enabling us to tailor our creative messaging ahead of the season return.”