B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • AFL
  • B&T Women in Media
  • Pinterest
  • Thinkerbell
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • EssenceMediaCom
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: oOh!’s Unmissable Melbourne Cup Campaign Wins Global Acclaim
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > oOh!’s Unmissable Melbourne Cup Campaign Wins Global Acclaim
Campaigns

oOh!’s Unmissable Melbourne Cup Campaign Wins Global Acclaim

John Hanrahan
Published on: 10th April 2019 at 12:42 PM
John Hanrahan
Share
4 Min Read
SHARE

oOh! media has been awarded a prestigious Moodie Award for the Lexus Melbourne Cup Airport and Inflight campaign against world class international competition.

The innovative campaign, which utilised oOh!’s market-leading data, content and tech capabilities in airport advertising, was named as the Best Tactical Advertising Campaign in the airport environment in the Moodie Davitt Report’s 2019 Moodie Awards.

The win is the second time an oOh! Fly campaign has taken out a Moodie Award and the third time one of its campaigns have been shortlisted as a finalist in the Awards program which recognises best practice in social, digital media and marketing among the airport and travel retail community worldwide.

The multi-format campaign ran on oOh!’s screens throughout airports across the country and utilised the oOh! end to end journey media platform, which targets high-end audiences across key departure points in terminals, Business Lounges, in-flight screens and arrival destinations.

The free in-flight Wi-Fi enabled aircrafts were enabled to carry a live broadcast of the race that stops the nation.

The in-flight entertainment media first of broadcasting live content to in-flight passengers, drove an impressive 5.8 per cent click-through rate and powerful social engagement, with almost 17,000 tweets referencing the 10-day out-of-home campaign and integrated content.

On announcing the winners of the 21 categories of the 170 shortlisted, the Moodie Davitt Report chief technology officer Matt Willey said: “This year’s winners represent a masterclass of digital innovation and excellence.

“They also underline some pivotal trends in the industry’s use of digital media.”

oOh!’s chief commercial and product officer, Robbie Dery said: “The success of the campaign was the combination of data, content, technology and creativity used to ensure the campaign messages were contextually relevant to create powerful engagement with the audiences.

“It used multiple touch points to engage audiences throughout the journey – from check-in, lounges in-flight, through to baggage collection – and utilised the digital screens to build a contextually relevant narrative.

“It’s a great example of how long dwell environments combined with real-time content delivery can deliver highly engaging and outcome driven results for our clients along with a fantastic customer experience for passengers.”

Lexus Australia chief executive Scott Thompson commented: “We are delighted that oOh!media has been recognised for this engaging and dynamic campaign work that played an important role in elevating the profile of the Lexus Melbourne Cup.”

Head of partnerships & integration at The Media Store Sandra Wiles said: “Our approach with sponsorships is always about adding value to the customer experience.

“The Melbourne Cup is the only event in this country that is truly national at scale, and watching in real time is part of our national DNA.

“This insight led to ensuring we could bring the excitement of the lead-up, the race itself, and the result, to travelling Australians – even those cruising at 35,000 feet!”

She added: “Considerable collaboration and being relevant, including to the Lexus ‘We’ve been expecting you’, brand position, meant we were able to rethink what is possible in regard to live streaming and delivering in context messaging.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Melbourne Cup, oOH! Media
Share
John Hanrahan
By John Hanrahan
Follow:
John Hanrahan is one of Australia's most experienced business journalists, TV reporters and producers. He is currently a Senior Consultant and Media Director with Lighthouse Communications Group in Sydney whose clients include Testra Business, the Clarius Group of recruitment companies, out of home advertising company oOh!media,eco adventure park TreeTops, the young Australian entrepreneurs organisation, ENYA, Access Digital Entertainment and private equity company Wolseley.. Lighthouse handles the national media for the Telstra Business Awards and the Telstra Business Women's Awards. He has worked for John Fairfax and Sons, News Ltd., 2GB, 2UE, ABC Radio, Channels 7 and 9 and ABC TV. He has also worked in newspapers in the UK and United States. For three years he was managing director of the joint US-Australian television production company Taffner Ramsay Productions. From 1994 to 2003, he worked as a reporter and producer on the Nine Network's national Small Business Show. Prior to that he was Australian editor of the Los Angeles based business daily newspaper The Hollywood Reporter and then editor of Australia's Dynamic Business magazine. He has also worked as a senior account executive for a PR and Advertising company. And has worked in the newspapers in the UK, Europe, Asia and the US. He has also owned his own business communications consultancy - John Hanrahan Business Communications.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?