NOVA Entertainment has partnered with BYD Australia and WPP Media on a Christmas campaign, bringing together audio, retail media and live experiences to connect with Australians throughout the festive season.
The campaign, which has now launched, will centre on the BYD Christmas Lights Map, and will run across Nova FM as well as participating Westfield destinations through NOVA Entertainment’s partnership with BrandSpace, Scentre Group’s retail media division.
The campaign will invite Nova listeners to nominate their favourite festive streets and help families discover some of the best Christmas light displays in their communities, with five $1,000 cash prizes available.
The BYD Christmas Lights Map campaign will also extend into Westfield destinations with BrandSpace SmartScreen and SuperScreen activity running across participating Westfield centres. The screens will encourage shoppers to nominate locations via the Nova win page, helping build the BYD Christmas Lights Map for families to explore.
The campaign will culminate in a major street celebration with Nova’s national Drive show, Fitzy, Wippa & Kate. In a separate competition, listeners will be invited to share a photo of their Christmas display and explain what inspires them to light up their home each year. The Fitzy, Wippa & Kate show will host a block party and broadcast live from the winner’s street in December, with a prize pool of up to $50,000 given away during the event.
“At NOVA, we create meaningful connections between brands and audiences by combining the influence of creators, the scale of audio, the power of experiences and the precision of data led media solutions,” said NOVA Entertainment’s chief commercial officer, Nicole Bence.
“This partnership with BYD and WPP Media demonstrates how powerful integrated thinking can be, bringing together NOVA’s content ecosystem and BrandSpace’s retail media network to connect with Australians across every stage of their festive journey.”
“For us, the opportunity was to find a cultural moment where BYD could play a genuine role, rather than just show up around it. We landed on this simple insight that every Christmas, Australians are already piling into their cars with family and friends to go searching for the best Christmas lights,” said WPP Media’s investment and activation director, Courtney Martin.
“So rather than inventing a new behaviour, we built around one people already love. From there, the idea really wrote itself: the lights are the destination, but BYD makes the journey possible.”
BYD Australia and New Zealand’s CMO, Kate Hornstein added, “Some of our fondest holiday moments happen in the car, whether it’s a summer road trip or a night out spotting Christmas lights with the family.
“Audio is a natural part of those journeys, so it felt right to show up alongside NOVA in a way that adds to the season. As a brand driven by technology, we’re excited to showcase our Vehicle-to-Load capability at the street party, helping power the festivities, literally as well as figuratively.”
“We’re excited to bring our partnership with NOVA to life for BYD this Christmas,” commented Georgia Tomaszewski, head of client and business partnerships at Scentre Group BrandSpace.
“With Westfield at the heart of the festive season, our SmartScreen and SuperScreen network will reach highly engaged customers as they prepare and shop for Christmas, amplifying the campaign and encouraging participation in the competition and event. It’s a powerful example of audio and ROOH working together to deliver greater impact for partners, with our recent Analytic Partners study showing that pairing the two channels drives six per cent higher ROI average.”
NOVA Entertainment and BrandSpace announced their strategic partnership in March, creating a single pathway for brands to plan, buy and measure campaigns across Nova’s audio network and Westfield’s 40 plus retail destinations.
Together, the partnership offers access to more than 12.2 million Australians across radio, music, podcasts, digital, retail media and in-centre activations, bringing together NOVA’s creators and audio platforms with the scale and experiential impact of Westfield locations.
