Officeworks Launches Contextual Christmas Commuter Campaign
In Australia 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.
Bill Yde, Australian Traffic Network 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.”
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.
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. 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.”
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 buyergraphic segments. Asset selection was also weighted to billboards near Officeworks stores.
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