B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Coles Utilises Dynamic Messaging In Latest Adshel Out-Of-Home Campaign
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Coles Utilises Dynamic Messaging In Latest Adshel Out-Of-Home Campaign
Advertising

Coles Utilises Dynamic Messaging In Latest Adshel Out-Of-Home Campaign

katherine.mackenzie
Published on: 1st March 2016 at 10:06 AM
katherine.mackenzie
Share
3 Min Read
SHARE

Coles has launched a dynamic and contextually relevant digital out-of-home campaign with Adshel to promote its Coles Insurance price freeze.

Across 79 Adshel digital screens nationally, the seven day ‘Freeze is On’ campaign, sees an ice block slowly melt each day as the creative counts down the days left in the Coles Insurance price freeze.

In addition to the dynamic creative of a melting ice block each day, the digital out-of-home campaign uses contextual relevance throughout the day.

Between 7am-11am, the creative refers to getting a quote before your first coffee. From 11am-3pm, it encourages commuters to get a quote on while on their lunch break; and from 3pm-8pm, it refers to getting a quote in time for dinner.

Coles’ campaign planning manager Natasha Aaron said, “We were really excited by the flexibility that Adshel Live screens provided us from a creative perspective. With a strong, time sensitive offer in market, we loved having the opportunity to use an outdoor medium a little differently.

“The ability to leverage the regular routes that commuters take daily, means that we’re able to build a sense of urgency for the final days of the campaign, and create impact by delivering a relevant message to customers at an appropriate time of day.”

Adshel’s sales and marketing director David Roddick said, “The Adshel Live digital street furniture network is continually pushing creative boundaries plus offering unique opportunities for advertisers.

“Coles was able to create an imaginative, contextually-relevant and dynamic campaign to promote their Insurance price freeze. We’re delighted to have been able to produce a great outcome and help drive results for Coles.”

The Coles campaign went live on Monday 29 February.

The launch of this campaign follows the announcement that Adshel will be expanding its Adshel Live network across Australia and New Zealand by 825 screens from this year; and the launch of Adsmart, an ad-serving platform which gives brands the flexibility to manage their own digital-out-of-home creative based on time of day, place, audience, context and business needs in real time.

Campaign credits:
Media agency: Universal McCann (UM) Melbourne
Creative agency: Whippet

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Central Station, Cuts, Engine Room Productions, UM Melbourne
Share

Latest News

Agency Scorecard: Special
09/07/2025
Agency Scorecard: iProspect
09/07/2025
Meet Adland’s Best Number-Whisperers In The Best Of The Best Data Scientists!
09/07/2025
State Vs State, Campaign Vs Campaign: Brands Go Head-To-Head In The Origin Decider
09/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?