Campaignifi has teamed up with State of Social, the Australian social media conference founded by Meg Coffey, and Perth creative studio Studio Orange to deliver a programmatic digital out-of-home campaign welcoming delegates to this year’s event.
Deployed programmatically via TheTradeDesk across JCDecaux’s digital network at Perth Airport, the campaign uses strategic dayparting aligned to flight arrival times, informed by delegate trends, to minimise media spill and ensure maximum impact as attendees touch down in Perth.
Sequenced creatives, developed by Studio Orange, carry delegates through the arrival journey and bring the conference’s 2026 theme, ‘Friction’, to life. The theme reflects a marketing landscape that is no longer neat or linear, where growth comes from pressure, disagreement and ideas rubbing up against each other until something new sparks. The airport takeover is designed to spark that tension before delegates even reach the venue.
“#StateofSocial26 is built on friction, so there’s something special about delegates feeling that energy from the moment they step off the plane. Campaignifi understood exactly what we were trying to achieve and made it happen, and the creative from Studio Orange captures the theme perfectly. It’s the welcome I’ve always wanted to give our attendees,” said Meg Coffey, founder of State of Social.
“It’s great to be partnering with Meg to deliver a welcome with a bit of ‘friction’ to this year’s event. The incredible creative from the team at Perth-based Studio Orange makes it pop, and pairing that with delegate data and precise dayparting means we’re greeting attendees at exactly the right moment,” said Jethro Do Paco, director of client services at Campaignifi.
“This will be my fifth State of Social, and after chatting with Meg a couple of weeks ago, and her making it clear this was something she’d always wanted to do, we had to find a way to make it happen. Thanks to the team at JCDecaux for helping us pull it off, and to Perth-based Studio Orange for the incredible creatives,” added Patrick Blacker, founder of Campaignifi.
The campaign is live across Perth Airport in the lead-up to and throughout #StateofSocial26.
Credits:
State of Social – Credits
Founder / Producer: Meg Coffey
Studio Orange – Credits
Animator: Daniel Pita-Wilson
Creative Producer: Anja Mahlberg
Executive Producer: Nanda Gunnink
Campaignifi – Credits
Founder – Patrick Blacker
Director, Client Services – Jethro Do Paco
DSP – TheTradeDesk
Vendor – JCDecaux
