JCDecaux has partnered with Southern Cross Austereo (SCA) in an OOH first digital billboard campaign for the radio network, delivering live music prompts of songs currently playing on SCA’s Hit network in key commuter locations.
The campaign uses powerful technology combined with SCA’s broadcast data to deliver a live music prompt for drivers who may not already be listening, to switch stations to SCA.
JCDecaux head of creative solutions Ashley Taylor said: “JCDecaux digital billboards are perfect for incorporating live data to create personally relevant messaging to drivers.
“The familiar information of ‘now playing’ along with the song title and artist is easy for drivers to process and act on and demonstrates the power of Out-of-Home advertising to influence consumer behaviour.”
The collaboration showcases the creative capabilities of data-driven live content and is a first for the SCA network.
SCA senior marketing manager Georgi Oates said: “Listening to great music while we drive is the perfect antidote to the commute to work, especially in peak-hour traffic.
“We know the power music has to lift our moods so being prompted to tune in to a favourite song is the perfect trigger to switch stations. The idea is to keep listeners tuned in by continuing to deliver the hits they love.”
JCDecaux and SCA partnered with media agency Wavemaker to create the campaign seen by millions of commuters throughout April and May 2019.
JCDecaux chief commercial officer Max Eburne said: “Few things go as well together as music and driving and the ‘Now Playing’ campaign provided an ideal opportunity to showcase digital outdoor advertising technology combined with live data from the SCA station.”
