A 3 Minute Screen ‘Block Out’ —Out of Home and Radio Campaign Integration for Christmas Commuters
Out of Home and Radio campaign runs simultaneously
Here is an inventive media execution using Digital OOH. The advertiser, Officeworks, is using a ‘block out’ running three minutes either side of the hour during peak traffic times across selected screens, during which only Officeworks’ campaign runs. Simultaneously, commuters hear an Australian Traffic Network read on the radio, creating a connection with the billboard messaging. More details from the press release below.
Officeworks launches contextual Christmas commuter campaign
with oOh! and ATN
Officeworks is harnessing the power of oOh!media’s partnership with the Australian Traffic Network to contextually reach commuters across Australia in the run-in to Christmas.
The brand is delivering deeper engagement across oOh!’s digital billboard network and during live traffic reads via ATN, by using a ‘block out’ running three minutes either side of the hour during peak traffic times across selected screens, during which only Officeworks’ campaign runs.
Commuters simultaneously hear an ATN read on the radio, creating a connection with the billboard messaging.
using a ‘block out’ running three minutes either side of the hour during peak traffic times across selected screens, during which only Officeworks’ campaign runs.
Officeworks’ campaign is running every morning for one week, having commenced 14 December. It was developed in close collaboration with media agency Initiative, and is backed by oOh!’s DataScience capabilities and Smart Reach tool, which helped identify crucial buyer graphic segments. Asset selection was also weighted to billboards near Officeworks stores.
Tim Murphy, oOh!media’s Chief Sales Officer, said oOh!’s partnership with ATN was highly attractive to brands wanting to engage more of their target audiences while on the move.
“Officeworks is benefitting from a cross-media strategy that strengthens its messaging by delivering it in a contextual environment, significantly helping brand recall,” he said.
“As the largest supplier of outdoor media in the country alongside the leading provider of custom traffic reports to radio, our combined businesses give advertisers unparalleled reach and scale to make their brands unmissable.”
Bill Yde, ATN Founder and Chief Executive Officer, said: “By integrating attention-grabbing live read advertising on a network of major metro commercial radio stations with oOh!’s large format digital billboards, we’re helping brands engage with their audiences like never before.
“This partnership is taking the natural integration of Out of Home and audio further in a highly engaged audience environment, providing a visual and audio synergy like no other.”
oOh!media is a leading Out of Home media company with an extensive network of more than 37,000 digital and static asset locations includes roadsides, retail centers, airports, train stations, bus stops, office towers, cafes, bars and universities.
Listed on the ASX, oOh! employs around 800 people across Australia and New Zealand, and had revenues of $649 million in 2019. Find out more at oohmedia.com.au