Tourism Tasmania’s Feed Your Curious campaign, which featured across oOh!media’s Fly, Retail and Office environments, is the first entry in the running for a share of the $2 million worth of out-of-home media in the 2018 National oOh! Unmissable Awards.
The Awards have been launched this week and will recognise the best integrated campaigns across the oOh! Network of out-of-home assets.
All multi-environment campaigns that include native content, data and run on two or more oOh! assets between June and December will automatically be entered into the Awards, with the winner being announced in March 2019.
oOh!’s group revenue director Phil Eastwood said the Awards followed on from oOh!’s A World of Unmissable series of events where the industry heard from high-profile marketers from some of Australia’s leading brands on how oOh! helped them solve their business challenges and successfully tell their brand stories.
“It’s about getting the right creative in front of the right audiences in the most appropriate environments,” Eastwood said.
“Out-of-home campaigns are no longer just about creative on a digital or classic billboard. Today there’s powerful data available to plan the most effective campaigns, as well as native content and experiential used to engage in locations that are contextually relevant.
“Add to that, advertisers’ online and social strategies can be amplified with ease across all of oOh!’s digital formats to extend the campaigns’ reach even further.”
Eastwood cited a number of examples that illustrated the effectiveness of integrated campaigns.
“We helped brands tell their story effectively by expanding the way they planned out-of-home. Lion Dairy and Drinks utilised Quantium buyer graphic data for campaigns for Yoplait and Tasmanian Heritage brands to reach more of the right customers and reduce wastage,” he said.
Multiple campaigns can win the share of over $2 million worth of true media value across a variety of prizes to suit.
Three $500,000 media packages are up for grabs to national campaigns that use two or more oOh! environments with native content. There are also three $175,000 single market campaigns to be awarded that combine an oOh! environment with native content.
Eastwood said in addition to the $2 million worth of media, the judging panel, which will be chaired by the former chairman of Publicis Communications ANZ Andrew Baxter, will award the creative lead of the best campaign of all the winners with an all expenses-paid educational trip for two to the SXSW Conference and Festivals in Austin, Texas.