Using oOh!media’s reach in regional Australia, Carlton & United Breweries (CUB) has launched a hyper-localised out-of-home (OOH) campaign in 10 cities and towns in NSW, Victoria and the ACT for Carlton Draught.
The light-hearted classic roadside billboard campaign touches on various historical themes, rivalries, and traditional exports of some of Australia’s most iconic regional cities and towns, including Wagga Wagga, Ballarat, Bendigo and Wodonga.
The campaign includes executions such as ‘Proudly serving Albury; our favourite of the twin cities (don’t tell Wodonga)’ on the NSW side of the Murray with a billboard on the other side claiming Wodonga as their favourite.
While in the national capital, a billboard says: “Canberra: You love roundabouts (we love a round of fresh beer)”.
Noel Cook, group director at oOh! Road, said the campaign used oOh!’s regional billboards smartly, using them in a targeted and audience-led way.
“We often see big brands extending national OOH campaigns into regional Australia on our assets, but we love it when an industry leading brand creates a regional-only campaign to reach Australians outside of the major cities,” he said.
Tim Ovadia, brand director of classic brands at CUB, said the campaign was all about the history and connection Carlton Draught shares with Australians in regional Victoria and NSW.
“The campaign is a way to demonstrate how much we value the relationship we have with these places,” he said.
“We wanted to let the residents of these towns know how important they are to our brand and remind them that Carlton Draught has been serving beer in their local pub for a bloody long time, so there’s a lot of history there.
“Taking the time to develop a hyper-localised campaign with some cheeky creative in Carlton Draught’s classic voice on oOh!’s regional billboards was the best fit for reaching our objectives.”
Client: Carlton & United Breweries
Media agency: MediaCom
Creative agency: Clemenger BBDO
Media owner: oOh!media
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]
Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]
Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]
HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]
IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]
Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]
SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]
Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]
Australian Pay On Demand fintech Beforepay has launched its first-ever brand campaign: ‘Your pay at your command’. “Beforepay exists to meet a gap in the market where Australians are seeking flexibility and control to access the pay they’ve earned on their terms. As pioneers of the Pay On Demand category, it’s important that we set […]
Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]