To capture the imagination of punters leading Queensland out-of-home provider goa and top wagering company Ladbrokes have collaborated on an immersive outdoor campaign to bring impact to Ladbrokes’ Spring Carnival campaign in Brisbane.
There is no better way to get audiences excited for spring carnival racing than bringing the racetrack to the streets. This activation has seen goa and Ladbrokes do just that, featuring life-sized mechanical horses “galloping” to the finish line alongside one of Brisbane’s busiest roads to evoke the spring carnival spirit in the lead up to The Cox Plate and Melbourne Cup.
Jason Kibsgaard, CMO of Ladbrokes Australia, said The Melbourne Spring Carnival is the most important time of the year when it comes to racing and he hopes to bring that to life for Brisbane audiences with this creative execution.
“This year is the inaugural running of The Ladbrokes Cox Plate and the 97th running of this pinnacle Spring Carnival race. As part of our partnership with Moonee Valley Racing Club, we wanted to bring the excitement of The Melbourne Spring Carnival and The Cox Plate to the heart of Brisbane – with the name Winx hot on everyone’s lips, there is no better time to reach our audience,” said Jason.
When asked about the role of out-of-home plays with creating impact with their brand, Jason commented, “Out of Home plays a pivotal role during spring in delivering impact and reach at a time of year where competition is heavy and an uncluttered environment is key. Retail messaging is an important part of our overall strategy and the ability to accurately time our messaging and run multiple creatives is integral. Outdoor truly allows us to geographically target our customers in contextually relevant spaces.”
This mass scale activation coincides with goa’s unveiling of their completed BOWEN HILLS ICONIC site which is now the flagship of their ICONIC SERIES. This premium location has undergone a huge makeover and features a one of a kind activation space with huge potential for brands to think creatively about how they can immerse audiences with out-of-home.
Delivering campaigns that offer tactile brand experiences are becoming more commonplace as creative agencies work more closely with media providers. In this case, however, it shows the creative nous that can be delivered by forward-thinking media outlets.
Angela Boon, Business Development & Agency Account Manager at goa said, “Ladbrokes is a fantastic client to work with. They are so open to being brave in the outdoor space and they look for ideas and innovations that have never been done before. With the incredible landscaping completed at the BOWEN HILLS ICONIC I knew I had a brilliant space to play with, I just had to find the idea to go with it… this activation was designed to grab attention and be remembered.”
The campaign runs from the 23rd of October for 16 days.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]