B&T was invited to the offices of goa in Bowen Hills Brisbane last week to check out the Queensland out of home operators head quarters and to view firsthand its current campaign for Ladbrokes.
Goa joint managing director Chris Tyquin is brimming with enthusiasm and excitement about his family’s company’s prospects and you need to bear in mind this is a company founded in 1983.
As B&T is shown around the offices complete with a futuristic control room full of custom-built screens showing every billboard in the company’s network in real time, you quickly realise this company has come a long way from its “rectangles on sticks” heritage.
“We’re in the business of getting out clients noticed; as simple as that. Get noticed is the two words that sit under our logo. So it’s a mantra we live by.
“The vision that hangs off the back of that, which is really the aspirational part, is to be the best in the world at it. In our field we want to be the best billboard operator at getting our clients noticed,” Tyquin told B&T.
He also added goa “really couldn’t be and didn’t want to be the world’s biggest, but there’s nothing stopping us from being the world’s best”.
Tyquin said there were three areas goa had identified it could target for getting its clients noticed. He said the first one was creativity, which was the obvious one and then hinted at a major announcement to come early in the New Year.
Given the year that has been, hold on to your hats for it be an acquisition of an independent creative shop.
The second point Tyquin highlighted was its LOWD development, which goa has been running on its network since April. LOWD is actually the world’s first audience generating content channel on a billboard.
Tyquin argued if goa could shift our users from passive passersby to engaged followers, it would really help its customers to get noticed. “But we didn’t know if we could do it. We thought we won’t know if we don’t give it a go.”
He said recent results from a consumer insights study the company commissioned showed that since LOWD began in April, 7.2 per cent of Brisbane actively look out for what’s on LOWD every day. If you equate that to people, it’s about 170,000.
“Across our two networks, which is the Iconics and the Grid, we’ve got a total audience of a bit over half a million people. So it’s a reasonable representation of what that half a million people a day is,” said Tyquin. B&T calculates it to being 34% of the total potential audience.
“The whole concept of bringing in something like LOWD is quite simple. It’s following the existing model of traditional media of just inserting engaging content in between ads. And if we can the public to go to work every day or go home from work every day looking at for what’s new then it’s enhancing the chances of them seeing your clients ads. So it’s quite simple in that sense,” said Tyquin.
He then flagged goa was set to make another announcement in about four weeks as goa was working with a major radio station in Brisbane which had approached them and asked if they can partner with goa using the technology. To illustrate just how successful LOWD had been for goa, Tyquin highlighted a campaign in progress for the Queensland Writers Centre.
“The approached us about a year ago to be one of our not-for-profit community partnerships. There campaign started two weeks ago. Their campaign is around the eight-word story. It’s around writing a story with eight words.
Something you’d think would be easy, but isn’t. It’s nothing new and apparently Earnest Hemmingway was a master of it.
“Two weeks in, apparently the client was expecting about two or three hundred submissions, they’ve got three-and-a-half-thousand. Interestingly what were among those submission was two by authors on the New York Times best sellers list – Margo Lanagan and Delilah Dawson.
“Not only has it attracted the attention of Brisbane Writers and Writers around Australia, we’ve got people coming in from overseas. And it’s only running in Brisbane.”
By this stage, Tyquin has really hit his straps and is clearly delighted with the story he is telling. And as he illustrates the
“We recognised some time ago that the world has moved on (and needed to move on) from building single pole billboards, which first came about 55 plus years ago. We thought there was an opportunity to go beyond rectangles and sticks.
“So we thought about it in terms of how do we get our clients noticed. What you saw tonight was the pinnacle of it. The Iconic series is the pinnacle of what we do. Each one of them is a multimillion-dollar build. Each one incorporates the discipline of industrial design, landscape design and lighting design. All of it designed to get our clients noticed. It takes things way beyond straight rectangles on sticks.
“All of the design was done internally, all of the fabrication was done by local tradespeople. So a great job we’ve pulled together locally,” he enthuses.
However over the course of the evening, Tyquin is quick to heap praise on his business development manager Angela Boon, whom he credits completely for the Ladbrokes execution we were there to see.
“We got her as a grad,” Tyquin tells B&T. “We trained her up and now she’s doing amazing work for us like this,” he added.
It’s the uniquely Queensland laconic style that’s just so hard to resist. Goa has indeed come a long way from rectangles on poles.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]