The Out-of-Home (OOH) market in Australia is on a roll of late. Spend is up and the sector is attracting the attention of incredible brands to bring their campaigns to life.
But, oOh!media is truly breathing life and vitality into its clients’ campaigns with its 3D Anamorphic (3DA) billboards across Sydney, Melbourne and Brisbane. These huge, eye-catching, full-motion billboards are pushing OOH creative forward to deliver unmissable adverts to consumers and incredible results for clients including Armani, Optus and Tennis Australia.
In fact, this new, class-leading creative platform has seen consumers discussing campaigns in a way that would have been elusive, if possible, for brands to achieve. A campaign for Jack Daniels really caught the eye of Melburnians at oOh!’s The Bourke site.
“That was our highest-engaged campaign on social because the design showed that you don’t need to contain the creative to just one box. You can really play with it,” said Richard Moore, production director at oOh!media’s creative arm, POLY.
“In that example, you have the stage and boundary shaped as the bottle and the bottle ‘came out’ of the screen. It was a really great use of their product as The Bourke is a 24-metre-tall portrait site. Just showing the Jack Daniel’s bottle at that scale was certainly part of that broad appeal and it helped present the brand as fun and innovative.”
But, how does 3DA work? Moore explained to B&T that the billboards are a type of forced perspective — “It’s an optical visual illusion that was first used by artists during the Renaissance with amazing frescoes on the ceilings of churches.”
But rather than religious iconography, oOh! and POLY offer brands the chance to create mind-boggling creative work.
“With our oOh! dimensions package — our 3DA offering — we create 3D scans of the sites and with those scans, build a digital twin. So, when a client books 3DA with us, we provide a high-fidelity reproduction of the site and the environment around it,” explained Moore.
From there, the team help clients plan the creative with the best viewing spots in mind to drive the best results. Recognising the huge shareability of the 3DA executions, the POLY team also create videos of the sites and adverts that are optimised for social media sharing for clients to use.
“There was a really good example with Samsung which saw a 283 per cent uplift in YouTube views and 17 per cent more engagement on Instagram than average,” said Moore.
“The campaigns have a great longevity and it is great at engaging younger demographics, with 18 to 34-year-olds being 70 per cent more likely to want to see 3DA ads and 64 per cent more likely to encourage others to see the 3DA.”
By putting the 3DA ads in iconic locations around Australia, from the Bourke in Melbourne to Sydney’s Macquarie Centre and Brisbane’s Uptown Centre, oOh! is priming audiences to see the jaw-dropping creative and where they are ready to take out their phones and grab a quick video for social media.
However, none of this works without the guidance and support of POLY, the creative hub that gives oOh!’s clients’ campaigns the extra juice to deliver incredible results.
“We have a team of designers who are able to provide everything from simple resizing to full creative development in OOH. There’s a level of trust that we are the subject matter experts in OOH and we’re able to provide key advice through our strategists and designers,” said Moore.
What’s more, oOh!’s digital assets can be programmatically bought by agencies. As a result, clients are able to get incredible creative execution and a level of reaction and contextual advertising that can deliver remarkable results.
“Considering the environment and the contextual message is key. We have full motion on our network across Retail, Rail, Office, Fly and even Study and you can reach different audiences,” said Moore.
“With Study, you can reach the elusive Gen Z market whereas in retail, you’re speaking directly to shoppers and you can influence that path to purchase. We’ve got some great examples of brands taking advantage of the lunchtime rush with Office.”
From contextual targeting to shareable creative, there has never been a more exciting and engaging time to get involved in the OOH market. And, with Moore and the team at oOh!media, brands and agencies have the perfect partner to guide and deliver incredible campaign results.
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