Adrian J Cotterill, Editor-in-Chief
VMO, in partnership with Cricket Australia, have delivered a unique data driven out-of-home solution targeting supporters of competing teams in this Summer’s Big Bash League (BBL).
The campaign concentrates on BBL’s heartland – mums and children. A core viewing demographic amongst VMO’s 25+ million strong cumulative audience.
In what was a first for Cricket Australia, audiences were geo-targeted based on Cricket Australia data that identified how suburbs aligned with various teams. For example, in suburbs where Melbourne Renegade support was strongest, the shopping centres in these locations ran Renegade – focused creative.
This geo-targeted strategy – ‘programming’ team ads in the most demographically relevant shopping centre locations, was applied in key areas across Australia. Shoppers were also given a taste of BBL’s greatest asset (its fun, dynamic atmosphere, we are told).
Paul Butler, VMO’s General Manager Sales and Marketing told us “Directional sound means we recreate the atmosphere of the game and helps quarantine the sound to certain zones, isolating the impact from the rest of the centre. For shoppers the sound is unexpected and draws their attention – that equals greater cut-through and impact”.
Across the VMO network, large format screens equipped with directional sound, delivered the music and crowd sound of a BBL game. The campaign is running until January 13, 2018.
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