VMO, in partnership with Cricket Australia, have delivered a unique data driven out- of-home solution targeting supporters of competing teams in this Summer’s Big Bash League (BBL).
The campaign concentrates on BBL’s heartland – mums and children. A core viewing demographic amongst VMO’s 25+ million strong cumulative audience.
In what was a first for Cricket Australia, audiences were geo-targeted based on Cricket Australia data that identified how suburbs aligned with various teams.
For example, in suburbs where Melbourne Renegade support was strongest, the shopping centres in these locations ran Renegade – focused creative.
This geo-targeted strategy – programming team ads in the most demographically relevant shopping centre locations – was applied in key areas across Australia.
Additionally, shoppers were given a taste of BBL’s greatest asset – its fun, dynamic atmosphere.
Across the VMO network, large format screens equipped with directional sound, delivered the music and crowd sound of a BBL game.
Paul Butler, VMO’s general manager sales and marketing said; “Directional sound means we recreate the atmosphere of the game and helps quarantine the sound to certain zones, isolating the impact from the rest of the centre. For shoppers the sound is unexpected and draws their attention – that equals greater cut-through and impact.”
The campaign is running until January 13, 2018.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]