oOh! calls on industry to vote for new InnoOh!vation Awards
oOh!media has today launched a new awards program to recognise its most innovative Out of Home campaigns of 2019 and is now calling on the Kiwi marketing and media industry to vote for the most impressive.
Seven standout finalists were selected from a much larger pool of innovative campaigns. Voters will have the following to choose from to win the InnoOh!vation award, including the Breast Cancer Foundation NZ ‘Take a stand’ campaign, ASB’s ‘Clever Kash’ campaign, the Mondelez ‘Caramilk launch’ campaign, Red Bull’s ‘Organic Sodas’ campaign, Purina & SPCA’s ‘Pawfect Match’ campaign, Air New Zealand’s Rugby World Cup campaign using Dentsu’s D4 platform and the Trade Me ‘Live From Trade Me’s News Desk’ campaign.
The winner of the most innovative campaign will take home a prize pack including $10,000 worth of media. There is also a prize for those who vote, with a pair of Apple AirPods Pro up for grabs.
oOh!media New Zealand’s General Manager, Nick Vile, said the InnoOh!vation Awards were an excellent way of recognising the campaigns from 2019 that have pushed the boundaries of Out of Home and used oOh!’s extensive network in a compelling and innovative way.
“Every day we are seeing more and more briefs pushing the creative boundaries of what’s possible in Out of Home, and we’re thrilled to launch these awards as a way of recognising those advertisers who are prioritising their creative thinking to realise the potential of our medium,” he said.
“It was certainly a hard task selecting our finalists, but we believe each candidate delivered a truly unique campaign in their own way, and I think it will be a tight race to determine the winner.”
Details of the seven campaigns include:
Breast Cancer Foundation NZ – ‘Take a stand’: This campaign saw the launch of the country’s first-ever bus shelter donation panel. The panel was located on Auckland’s bustling Queen Street and featured a designated tap and go device enabling commuters to donate $3 to the charity using either a payWave enabled credit card or smartphone.
ASB – ‘Clever Choices with Clever Kash’: This campaign collaboration with oOh! alongside media agency Carat and creative agency, True, got Kiwi kids excited about saving through an interactive game using oOh!s fully interactive and measurable EXCITE panels. The ASB character, Clever Kash, presented a series of questions and items, with kids having to select if they thought the item was a need or want. The campaign ran twice, with Clever Kash donning his All Blacks Jersey for the second burst during the Rugby World Cup.
Mondelez – ‘Caramilk is Back’: To celebrate the launch of Caramilk returning to shelves, oOh!’s experiential team created a 4-metre block of Caramilk, with 750 blocks of chocolate samples hidden within. Post the launch, key messaging was placed on oOh’s retail assets that were in close proximity to retailers who stocked Caramilk.
Red Bull – ‘Organic Sodas’: To celebrate the launch of the Red Bull Organics soda range and showcase the 100% organic ingredients within the can, the back, and roof of a bus shelter were covered in greenery and organic oranges & lemons for commuters and members of the public to pluck from the shelter wall. The special build campaign also featured an orange scent emanating from the shelter to enhance the experience.
Purina & SPCA – ‘Pawfect Match’: Nestle Purina took its passion for pets to a new level with the launch of its ‘Pawfect Match’ campaign. Purina partnered with SPCA to showcase the types of pets that are available for adoption across NZ. Using oOh!’s fully interactive EXCITE panels, animal lovers had the ability to find the type of pet best suited to them based on the desired personality of a pet, plus the lifestyle traits of the owner and their home environment. Based on these answers, profiles of the most ‘Pawfect Pals’ were displayed on the screen.
Air New Zealand ‘Rugby World Cup’: To celebrate Air NZ’s partnership with the All Blacks and the Rugby World Cup, Dentsu created a Content Management Platform called ‘D4’ that pushed out creative messaging across Online and OOH assets in unison. In the lead-up to All Black games, Air NZ created messages of support, team news, whilst also reminding New Zealand of game times… then, whilst the game was live, proceeded to react to game events with messages such as ‘We’re suffering a bit of turbulence’… and ‘Belt up for the 2nd half’. The D4 platform allowed Air NZ to control the message on the street in real-time, and engage kiwis through relevant, time-based messaging.
Trade Me – ‘Live From Trade Me’s News Desk’: This campaign was developed through Trade Me’s desire to showcase the breadth and depth of its platform through multiple unique creatives per day running across numerous OOH formats. Through a collaboration with Trade Me, MBM and oOh!, a web form was built that allowed Trade Me to enter ‘free text’ copy onto six creative templates, allowing Trade Me to react to current events, news and other conditions, to increase the contextual relevance of its messaging. The multiple pieces of creative content could then be sent in real-time to be seamlessly displayed across the oOh! network of Retail, Study and Street Furniture screens.
Voters can have their say by visiting www.oohmedianz.com/innoohvation-competition/ The competition is set to close on Monday 6 January 2020, with the winner to be announced by Friday 10 January 2020.
