An Australian-first collaboration between the Australian Traffic Network (ATN) and oOh!media will see simultaneous messages delivered to commuters via out-of-home (OOH) and radio for health insurer AHM.
The week-long campaign, which starts today, synchronises AHM’s OOH and sponsored traffic report advertising across six strategically-located digital billboards and ATN’s commercial radio traffic reports in Melbourne.
oOH!media’s roadside monaco-telemarketing-database digital billboards will show an uninterrupted AHM ad for six minutes at both the top and bottom of the hour, at the same time as the ATN traffic reports air on radio.
The collaboration is a great example of realising the potential of
OOH and radio advertising working together, says Brendon Cook, oOh!media CEO.
“Here is a unique opportunity for a client, being able to align two media channels for a captured audience using the same message in a contextually relevant way. Working together has allowed us to bring this opportunity to life,” he says.
Brian Magee, managing director of media agency Posterscope, another project collaborator, says, “We know from internal research that our audience has a high propensity to listen to the radio simultaneously while consuming OOJ, making the combination the perfect mix for optimum impact.”
Rob Grant lists 10 of the most disruptive brands in Australia and New Zealand, and what we can learn from them.
This article originally appeared in The Versus Issue, our February/March issue of Marketing mag.
Challenger brands aren’t defined by their position in the market, but by their approach to marketing. Here’s what it means to be a modern day challenger and what all brands – big and small – can learn from 10 of the most disruptive brands in Australia and New Zealand.
Conventional wisdom says the young learn from the old, the child from its parent, the naïve newcomer from the wise and worldly master. In a nutshell, Luke Skywalker and Obi-Wan Kenobi in Star Wars.
MK0217 200Yet, despite being often younger or smaller,
challenger brands can flip this logic on its head. Brands that set out to change the world – or at least the part they play in it – often exhibit a passion and purpose that attracts attention, as these qualities are lost by the incumbents. Strategies used by challengers, often born from a necessity to cut through the clutter with paltry resources, are focused and innovative. They often better remember what marketing is all about: creating true value in the lives of your customers. In short, challenger brands can offer the established players lots of lessons. Not least, how to avoid being too easily challenged.
Marketing has compiled a ‘top 10’ of Australasian challengers
all with strategies marketers from all walks of life can learn from. Our hit list contenders are relatively new in their fields, but they demonstrate strong commercial and peer-recognised success. This includes huge investments, interest from bigger players and overseas expansion. They’re clearly doing something right… so what is it?