Outdoor company QMS has recently switched on two new innovative campaigns for Rexona and Ladbrokes, both highlighting the strength of digital outdoor to connect and interact with consumers in a more dynamic and relevant way with user generated content and targeted creative messaging.
Over the Australian Grand Prix weekend, Rexona, an official partner of the Williams Racing F1® team, utilised twitter integration across QMS’ landmark digital network. Using the unique hashtag #rexonaqualifying, Rexona engaged with F1® fans through live dynamic tweets @RexonaAU being broadcast across key Melbourne digital sites, to extend the engagement beyond the track.
The live twitter feed formed part of a larger mobile and experiential campaign for Rexona whereby the brand encouraged people to play their Rexona Qualifying mobile game in order to win a chance to drive a Williams Racing F1® Car in Dubai.
Another example of the creative flexibility that can be achieved through the use of digital outdoor, is the current Ladbrokes campaign live on QMS’ national digital platform. The campaign enables Ladbrokes to serve dynamic creative messaging in reaction to live major sporting events and horse racing, by updating customers on QMS’ digital billboards in real time with live odds and payouts.
The Ladbrokes’ campaign demonstrates the power digital outdoor provides advertisers to programmatically tailor its campaign with real time, targeted messaging in a more relevant way, allowing for maximum cut-through.
Kym Barron, communications manager from Ikon Brisbane, Ladbrokes’ media agency, added: “We are very excited to work with QMS and be able to provide Ladbrokes with a platform to control their own creative upload and be instantly reactive to sports results in such a fast-paced category. The ability to provide real-time updates on the market in the digital OOH arena provides benefit for not only Ladbrokes, but punters who rely on immediate and up-to-the-minute information.”