Bonds goes big with Iggy Azalea on new large format billboard campaign

News Release 5th June 2015

SYDNEY: Leading Outdoor media provider, APN Outdoor, has teamed up with Bonds and their media agency, OMD, on a new campaign promoting the iconic Aussie brand’s new range of tights and featuring Australian superstar rapper Iggy Azalea.

Running on APN Outdoor’s large format billboard network in Sydney, Melbourne, Brisbane, Adelaide and Perth, Bonds are utilising Sydney’s most prominent landmark site as part of the campaign. Measuring a staggering 24.4m x 8.5m, the billboard boasts the largest advertising display area within the CBD and can be viewed from up to 2km away. It is located on Broadway, a major pedestrian and traffic thoroughfare in Sydney and the main entrance to the city from the west.

This campaign is the next phase of #BONDS100, celebrating the company’s 100th year in business. The Classics Campaign featured well-known Australians such as Miranda Kerr, Rachael Taylor and Ruby Rose to name a few, and also ran on APN Outdoor’s large format billboard network. The use of Azalea in the ‘New Tights’ campaign follows a similar star-power approach from Bonds.

Emily Small, Bonds Marketing Manager commented on the campaign, “Key objectives of this campaign included generating awareness of the new Bonds’ tights range, and wanting to be close to retail outlets. To do this we needed a medium with big impact and large-scale reach along with strategic audience targeting opportunities. APN Outdoor’s billboard network provided us with the ability to achieve all of this and we have been really happy to see Iggy’s creative hit the streets in literally such a big way.”

APN Outdoor’s Attention Economy study conducted last year revealed that 56% of Australians say that large billboards attract their attention1 and that 42% of Australians recall seeing an ad on a large billboard in the past 7 days1.

Mark Fairhurst, General Manager – Sales, APN Outdoor said, “With 46% of people who notice Billboards believing they are effective at reaching them whilst driving2, large billboards on key arterials are ideal for reaching millions of Australians each day. Large format provides impact and exposure on a level few other mediums can rival, plus it operates 24/7 and cannot be switched off. The creative in Bonds’ new campaign – with its succinct messaging, strong visual and clear branding – plays to the medium’s strengths, making it another successful outdoor campaign from the much-loved Aussie retailer.”

Bonds’ new large format outdoor campaign is currently live on APN Outdoor’s billboard network and will run through to the end of June.


APN Outdoor’s large format billboards in numbers:

  • Broadway landmark site is 24.4m x 8.5m and can be viewed from up to 2km away
  • 81% of all people notice Billboards on major arterial roads1
  • 77% of people who notice Billboards believe they are effective at reaching them while they drive2
  • Australians spend an average of 9.7 hours in their cars each week3.

Useful links


  1. APN Outdoor Attention Economy, Millward Brown 2014
  2. Nielsen CMV, Survey 02, 2015