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.”