Aussie Home Loans and its media agency, IPG Mediabrand’s Initiative, have partnered with leading out-of-home media company JCDecaux in a refocus of their out-of-home audience targeting to inform online activity.
Max Eburne, Chief Commercial Officer at JCDecaux told us “Aussie’s latest campaign is a brilliant example of how advertisers can use data to combine the public and private screens, delivering more strategic and effective campaigns. Taking advantage of JCDecaux’s ever-evolving data capabilities to deliver integrated, omnichannel campaigns, is where we see the future of Out-of-Home. It’s very exciting to see brands such as Aussie, lead the way.”
This is a market-first for Aussie that has traditionally planned its Out-of-Home media against Aussie store locations. For this campaign JCDecaux has used data from geospatial tool JCDecaux ORBIT to target Aussie’s specific audience segment of mortgage refinancers for smarter targeting, which will then be used to target audiences online.
Antoinette Tyrrell, Head of Brand at Aussie said: “The Aussie brand has spent 30 years being a trusted and reliable source that Australians turn to when navigating the housing market. Currently, the nation is facing one of the most critical times for homeownership when it comes to their mortgage. This initiative will continue to evolve our Aussie offering through innovation, showcasing how our experienced ‘Refinaceers’ can help provide the most competitive deal in the housing market for thousands of homeowners.”
The Out-of-Home campaign data will also be used by Aussie’s performance marketing agency Matterkind to inform and enrich digital online performance strategies. This enables Aussie to engage with its target audience as they move through their day, across both public and private screens.
Jo McAlister, Sydney Managing Director at Initiative was quoted as saying “We’re thrilled to be partnering with JCDecaux to use their data smarts to evolve the way we plan and buy omnichannel campaigns for Aussie. At Initiative innovation is at the core of what we do, and this campaign encompasses exactly that. This is just the start; we’re excited to see how this partnership evolves in the future.”
The campaign, targeting Australians who would like to refinance their existing home-loan due to rising interest rates, has been informed by JCDecaux’s ORBIT – a planning platform that uses geo-spatial audience intelligence to determine where the Aussie refinancer audience lives. For this campaign, JCDecaux Digital Large Format sites were strategically selected by analysing the Aussie refinancer audience’s everyday journeys, and proximity to physical store locations. These audiences delivered via Adobe Audience Manager to Matterkind to inform efficient online targeting opportunities.
The campaign will initially run across selected JCDecaux Digital Large Format sites in Sydney and Melbourne for two weeks, over a three-week campaign period during October.