JCDecaux, Australia’s leading Out-of-Home company, has partnered with Southern Cross Austereo in a digital billboard campaign that delivers a live music prompt of songs currently playing on Southern Cross Austereo’s Hit network, in key commuter locations.
Drivers passing by JCDecaux Digital Billboards on major arterial roads in Sydney, Melbourne and Brisbane are shown the title of the song playing at that moment, on the Fox 101.9, Hit105 and 2Day 104.1 stations to encourage them to listen in on their car radios and stay tuned.
The campaign uses powerful technology combined with Southern Cross Austereo’s broadcast data to deliver a live music prompt for drivers who may not already be listening, to switch stations to Southern Cross Austereo.
Ashley Taylor, Head of Creative Solutions, JCDecaux told us “The billboards are perfect for incorporating live data to create personally relevant messaging to drivers. The familiar information of ‘now playing’ along with the song title and artist is easy for drivers to process and act on and demonstrates the power of Out-of-Home advertising to influence consumer behaviour.”
The collaboration showcases the creative capabilities of data-driven live content and is a first for the Southern Cross Austereo network.
Georgi Oates, Senior Marketing Manager, Southern Cross Austereo said “Listening to great music while we drive is the perfect antidote to the commute to work, especially in peak-hour traffic. We know the power music has to lift our moods so being prompted to tune in to a favourite song is the perfect trigger to switch stations. The idea is to keep listeners tuned in by continuing to deliver the hits they love.”
JCDecaux and Southern Cross Austereo partnered with media agency Wavemaker to create the campaign seen by millions of commuters throughout April and May 2019.
Southern Cross Austereo’s ‘Now Playing’ campaign ran between 22 and 28 April at JCDecaux’s Epping Road overpass at North Ryde in NSW, and at the Gateway Motorway at North Bracken Ridge in Queensland. In Victoria, the campaign is still running until 19 May on the South Eastern Freeway at South Yarra’s Cremorne Street overpass.
JCDecaux has been providing high quality, architecturally designed street furniture in Australia since 1997. Its Australian business includes street furniture and transport advertising, plus its recent acquisition of APN Outdoor in Australia and New Zealand comprising 40,000 assets spanning airports, rail, transit, static and digital billboards. JCDecaux commissions and maintains a range of street furniture assets, including bus and tram advertising shelters (either traditional or digital), automatic public toilets, self-service bike rental scheme and retail kiosks with integrated advertising panels.