Mediaweek’s Ad Placement of the Month is a new monthly series that examines submissions of creative and clever placements over the past few weeks.
While January saw some advertisers take advantage of Australia’s top summer events, others showcased what Down Under can offer to the world.
This month’s winner is…
The NRMA Insurance cricket covers during the Australia v South Africa test match.
Initiative, Mediabrands Content Studio and Thinkerbell joined forces to create an ad placement that was smart, clever and relevant.
Bringing out cricket pitch covers during a rain delay emphasises the link between bad weather and insurance claims and connects the consumer mindset at an appropriate time.
The message of ‘HELP’ emblazoned across the cover is contextual and spot on, enhanced the overall cricket sponsorship and the PR coverage was a bonus.
It was also a high single visual impact piece on the stadium ground as well as on TV to viewers at home.
From the agency: “NRMA Insurance Cricket Covers is turned an idle asset into a powerful branding device that not only protects the pitch in disastrous weather but became a billboard broadcast into the homes of all Australians for hours… cementing NRMA Insurance as Proud Helpers of Australian Cricket.
“A true world-first placement that gave the nation something to talk about while the cricket wasn’t on.”
Agency Credits:
Initiative
Mediabrands Content Studio
Thinkerbell
Honourable mentions
Tourism Western Australia in New York City
Tourism Western Australia in New York City
Just missing out on Mediaweek’s Ad Placement of the Month is the Tourism Western Australia placement in and around New York City’s Times Square, from Initiative and The Brand Agency.
From the agency: “Tourism Western Australia inspired New Year’s travel resolutions of millions of overseas travellers in and around Times Square in New York with disruptively immersive 3D OOH placements.
“The otherworldly 3D animations featured Walking On A Dream’s iconic whale shark floating above the ocean and then breaking the confines of the billboards high above the crowds and traffic.
Tourism Western Australia in New York City
“The gentle whale shark represents just one of the many dreamlike bucket-list adventures on offer in Western Australia.
“Planned, booked and delivered via Perth, this is a world class international media placement the team at Initiative were proud to be a part of.”
Credits:
Initiative
The Brand Agency
Tourism Western Australia in New York City
Mindshare, Blobfish International and Aperol gondola rides on Melbourne’s Yarra River
Aperol partnered with Mindshare and Blobfish International to create the first Italian gondola experience on Melbourne’s Yarra River in January.
From the agency: “Mindshare and Blobfish International worked closely to deliver an industry first ad placement, wrapping On A Boat’s fleet with Aperol’s iconic orange, serving those on board a taste of Italy complete with the iconic Aperol Spritz, enhancing the brand’s numerous riverside activations and reaching the hundreds of thousands that descend on the Yarra during the two busiest weeks of the year, reminding all that Aperol is best served with friends.”
Agency credits:
Blobfish International (CEO, Nic Cann and campaign director, Rose Rye)
Mindshare (head of partnerships, Oliver Hallstrom)
Do you have an interesting ad placement coming up? Would you like your agency’s to feature next month and be in the running for next month’s edition of Mediaweek’s Ad Placement of the Month?
Send your submission to: [email protected] along with the agency’s statement about the campaign, agency credits and images of the placement on show.