An interactive digital activation that is currently in market for Cadbury – showing support for the Australian Paralympics team, this is a social campaign that is travelling the country at the moment and aggregating messages using the hashtag #BringOnTheJoy.
To bring to life the Cadbury, ‘Free the Joy’ campaign Val Morgan Outdoor teamed up with Carat and Saatchi and Saatchi in an interactive digital activation to show support for the Australian Paralympics team.
‘Free the joy’ a unique, interactive experience, invites passers-by to send an online message of support to the Australian Paralympics team. The activation is self-service, with a tablet on a stand, next to a custom designed 90 inch screen experience that invites people to type their message of support.
An on screen pledge counter automatically captures and records the message, which is later integrated into the on-screen creative. The activation is reinforced by Brand Ambassadors during peak Shopping Centre times.
Val Morgan Outdoor managing director Anthony Deeble commented, “This is an excellent initiative and we’re very proud to be bringing it to life for Cadbury.
“This activation also allows us to showcase our digital capabilities; all content for the Digital Outdoor campaign was produced in-house. The screen experience produced for Cadbury is exceptional, giving us a strong foothold as interactive Digital Outdoor specialists.”
Val Morgan Outdoor collaborated with an aggregator to collect messages of support from social media channels such as Twitter and Facebook via the hashtag #BringOnTheJoy. These messages are moderated before being accepted into the aggregator and then displayed across the 90 inch screen experience as part of the creative.
Director of digital and innovation Matthew Bushby added, “This socially integrated solution for Cadbury gives the user an immediate reward that is displayed on the screen via the pledge counter, while our state of the art ad serving system immediately sends a message off for approval and accepts approved messages and integrates them into the on-screen creative”.
Senior art director, Saatchi & Saatchi Australia John Jordan said, “Saatchis worked with VMO’s creative and production teams to create an innovative piece of digital outdoor. Val Morgan Outdoor did a stellar job seamlessly bringing all these moving parts together to create what we hope will be a highly engaging and impactful piece of digital outdoor.”
The campaign launched at QV in Melbourne, Marrickville Metro in Sydney and Indooroopilly Shopping Centre in Queensland. Over the next fortnight the campaign will travel to a further six Shopping Centres in NSW, VIC and QLD. The digital experiences in shopping centres are combined with a proximity package across the network.
Nine has hired the help of recruitment company Spencer Stuart and Associates, as it begins its search for a new CEO. According to the Herald, Spencer Stuart and Associates has already been in touch with potential candidates in the last week. Nine has said it will look both internally and externally for a replacement. Much of […]
An Italian TV station has sparked nationwide outrage after it aired a segment offering tips to female viewers on how “shop in a sexy way”. The program called Detto Fatto (English translation: No Sooner Said Than Done) was broadcast on the state-owned channel Rai 2 and featured ballerina and pole dance teacher Emily Angelillo advising […]
triple j has announced that Bryce Mills and Ebony Boadu will take over triple j Breakfast in January 2021. Hailing from Moranbah via Woy Woy, 26-year-old Bryce Mills got his start in community radio, presenting on 2SER, before absolutely sweating triple j management to give him a job. Mills jumped at the chance to helm […]
Both Google and Facebook are both on the lookout for local content partners, according to reports, ahead of the introduction of the News Media Bargaining Code. The AFR has reported that Google has been in contact with Nine, News Corp and Seven West Media in recent weeks, to gauge the interest of a potential deal. The report […]
Global independent commerce innovator, eWave, has announced the appointment of Camille Baumann to the new role of chief customer officer. Baumann brings a wealth of expertise to eWave. Previously MD of Accenture’s Microsoft Business Group (Avanade), she was part of the Global Executive Leadership team, heading up APAC and Latin America regions to deliver Connected […]
In this guest post, Dear Stoyteller’s MD Mike Drysdale dissects the four big retailers Christmas’ TVCs and finds, in spite of COVID, they’re following a very familiar festive formula… This year more than ever, for businesses big and small, the Christmas ad campaign may feel like it’s make or break. What’s the theme? Nothing too […]
Chris Taylor will be leaving the Heart Foundation after almost three years as chief marketing officer. As the organisation’s first CMO, Talor had a mandate to establish a first-class marketing team to drive the Brand, Marketing and Digital strategies and support the organisation’s move into a new era as it transitioned from nine separate entities […]
In a year full of challenges and set-backs, Ogilvy Sydney set out to solve a problem which has long troubled Australia’s beer drinking community—how to carry four schooner glasses at the one time. This tricky dilemma is hotly debated online among a passionate subculture of schooner carrying experts, with Facebook and Instagram groups devoted to […]
WPP AUNZ has today announced the return of the majority of salary sacrifices made by staff during the COVID-19 pandemic. Following the positive financial results for the business, and the announcement of return to full salaries in August, the news reinforces WPP AUNZ’s commitment to the wellbeing of its staff whilst recognising sacrifices made during unexpected circumstances. The decision offers […]
The Australian National University (ANU) is approaching the market for agency partners offering services in the following categories: creative services, public relations, marketing and brand for the next 3-7 years. ANU is a highly esteemed national institution known for its excellence in research and teaching and has been ranked as Australia’s number one university since 2004 […]