oOh!’s Unmissable Melbourne Cup Campaign Wins Global Acclaim

oOh!’s Unmissable Melbourne Cup Campaign Wins Global Acclaim
John Hanrahan
By John Hanrahan
SHARE
THIS



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.”

Please login with linkedin to comment

Melbourne Cup Moodie Award oOH! Media

Latest News

The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Suzzanne Laidlaw (pictured below) is an internationally accredited business coach, global leader in business planning and author of the new book, “What’s Your Plan?”. In this guest post, Laidlaw argues that examining your competitors might be just as important for post COVID-19 success as examining your own… The industries around you are always changing, new […]

Opinion

by B&T Magazine

B&T Magazine
George Savvides Appointed As SBS Chair
  • Media

George Savvides Appointed As SBS Chair

SBS has appointed George Savvides AM as the new SBS Chair, as announced by the Minister for Communications, Cyber Safety and the Arts for Communications, Paul Fletcher MP, today.  SBS Managing Director, James Taylor; said: “On behalf of the Board and SBS, I’d like to congratulate George on his appointment. Since being appointed as Deputy […]

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland
  • Media

Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland

Tasmania’s Hobart-based Mercury has decided to rearrange the Australian map by moving itself onto the mainland and pushing Victoria off. As Victoria’s rise in COVID-19 cases continues, the Tassie newspaper decided to take matters into its own hands and physically banish the state, placing Tasmania between South Australia and NSW instead. Rivalry between Australian states […]

Recommended

by B&T Magazine

B&T Magazine
QUT Launches Refreshed ‘Real World’ Campaign Via BCM
  • Campaigns

QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different? To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but […]

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad
  • Technology

Big Brother & Kargo Team Up In Market-First Branded Takeover Ad

To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution. Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new […]

Stateside Sports Selects Emarsys For CDP Technology
  • Technology

Stateside Sports Selects Emarsys For CDP Technology

Stateside Sports, Australia’s home of United States sports lifestyle, has partnered with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, as it looks to double its customer database and retail presence within the next two years.