oOh!media’s expansion into content has delivered new revenue streams in excess of expectations, with the out-of-home (OOH) behemoth announcing a new integrated campaign with Qantas.
The ‘Qantas Frequent Flyer 30 million Qantas Points Giveaway’ campaign draws on the native content expertise of Junkee Media (which oOh! acquired in 2016), oOh!’s unparalleled digital sign network and the company’s audience insights to drive awareness of Qantas Frequent Flyer’s wellness program and encourage Australians to be more active, rewarding them with Qantas Points for doing so.
The teams at oOh! and Junkee Media created the majority of the campaign in-house, including the original concept, scripting, filming and production of content for the campaign.
This included social video content featuring Karl Stefanovic and Richard Wilkins, full-motion contextually relevant adverts being run nationally in cafes, gyms, airports office towers, and its digital billboard locations include the iconic Bourke Street Mall.
Utilising almost 3,500 of oOh!’s 8,000 digital signs across Road, Fly and Locate by oOh! inventory, plus oOh’s experiential agency, EDGE, and Junkee Media platforms, the campaign will drive awareness of its 30 million points giveaway for those who download the Qantas Assure app and be active.
Brendon Cook, CEO of oOh!, said demand for the company’s quality content and creative services offering that is integrated with oOh!’s digital panels, experiential activations, online content platforms and social media, has exceeded initial expectations.
“We have recently worked with brands such as Qantas, Pizza Hut, Treasury Wines and American Express to deliver creative content-led out-of-home campaigns that combines content and creative services, with quality inventory in a variety of environments and our data capabilities,” he said.
“We expect this integrated offering will further grow, as advertisers realise the massive potential it has in reaching and engaging audiences more effectively and efficiently.”
Cook said the Qantas Frequent Flyer campaign was a great demonstration of the power that could be delivered by the integration of content, data and a combination of offline and online platforms”.
Neil Ackland, CEO at Junkee Media, said the campaign was an example of a full ecosystem approach where content and assets are all interwoven.
“All the elements of the campaign are created to complement and support others to create a web of touchpoints for the target audience,” he said.
Qantas chief marketing officer Stephanie Tully said: “Encouraging Australians to lead active lifestyles is a really important message, and we’re fortunate that we have a unique ability to reward them for their wellbeing.
“To do that, we need to give them an easy way to get involved, which is how we came up with the 30 million Qantas Points Giveaway.
“The comprehensive campaign concept presented by oOh! and Junkee Media demonstrated a clear understanding of our audiences and how we could truly engage them through contextually relevant content and the right mix of channels.”
Cook added: “Our focus on expanding our content capabilities and footprint in the market has facilitated our ability to create these incredibly in-depth campaigns that generate huge reach and cut-through in a cohesive and centralised way.