Categories
Marketing Featured ANZ

Energy provider Momentum Energy spreads out ‘bottles of happiness’ in latest stunt

Melbourne, Australia – As the city of Victoria emerges from its lockdown due to COVID-19, energy provider Momentum Energy has rolled out its newest campaign with creative agency Havas Media, which ‘takes over’ Flinders Street Station with human-sized ‘bottles of happiness’.

The campaign encourages Melbourne commuters to ‘Get Happy’, created by Momentum Energy’s in-house creative team, in which the human-sized bottles contain happiness-inducing content at Flinders Street Station, supported across multiple touch points including radio, OOH, online video, digital and social.

Said bottles are classified to the following: one jar contains ‘wishing stars’ that come with a ‘supanova-free guarantee’. Meanwhile, the second is a party pack of brightly colored ‘rainbow seeds’ for those who’d like to grow their own organic, full-spectrum rainbow, and lastly, the third is an 80% unicorn and 20% acrylic blend of ‘warm fuzzies’ to provide relief from 2021.

Furthermore, the campaign will take on a digital form where through bespoke display medium rectangle ads (MRECs) the designs of the human-sized bottles and their corresponding creative content will be shown to ‘spark joy’ as well as social content showcasing how people can make their own DIY ‘bottles of happiness’ at home.

According to the company, they believe that Australians not only deserve a boost of happiness as they venture out again, but that their choice of power company should make them feel good too.

Kate Lightfoot, creative lead at Momentum Energy stated, “We’re stoked to welcome people back to the city with these giant jars of imaginary nonsense. Walking around them makes you feel like a kid again and they’re an impactful reminder that Momentum is here to help Victorians get happy.”

The human-sized bottles are designed to evoke a delightful sense of childlike wonder and excitement, while reminding passers-by they can get similar happy vibes from their choice of power company.

Meanwhile, Sarah Cook, associate account director at Havas Media Melbourne, commented, “Our timing with the station domination is impeccable. It’s a great feeling to help spread some happiness and bring a smile to everyone venturing out via Flinders Street Station and reclaiming the love for our city.

Categories
Platforms Featured ANZ

JCDecaux wins tender as Adelaide Railway Station’s OOH partner

Adelaide, Australia – Out-of-home (OOH) media company JCDecaux has won the tender to be the exclusive OOH advertising partner for the Adelaide Railway Station.

This extended agreement alongside with the Department of Infrastructure and Transport (DIT) will see JCDecaux continue its full motion audio and video XTrackTV screen presence, as well as install new digital small format screens across the station. All new digital assets will be available to buy programmatically.

The JCDecaux XTRACKTV is a large-format video and audio OOH offering usually installed in railroad stations and terminals.

Steve O’Connor, CEO of JCDecaux, said, “Adelaide Railway Station is an important, historical local landmark and one of the CBD’s busiest destinations for commuters, city workers and tourists alike. It’s a privilege to be awarded this opportunity in what has just recently been named Australia’s most liveable city, at such an iconic location at the heart of public transport in Adelaide.”

JCDecaux has been providing advertising solutions in Adelaide Railway Station since 2015. The new six-year exclusive contract commences immediately.

Adelaide Railway Station has an estimated over 230,000 passengers. The partnership is expected to give advertisers the opportunity to engage said audience.

Categories
Platforms Featured ANZ

JCDecaux to launch first carbon-neutral product in Australia

Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced that it will be launching its first carbon-neutral product in Australia by early 2022. Said product will be applied to JCDecaux’s Transit network, wherein it will be placing its OOH ads across trams and buses in Australia.

“For JCDecaux, reducing our environmental impact is a priority. In 2022 our plan is to launch the first carbon neutral out-of-home media product across our Transit network – a first for Australia. All parts of the Transit product produced by our in-house printing service GSP Print, will be carbon neutral,” said Steve O’Connor, CEO at JCDecaux.

In order to ascertain the product’s carbon neutral feature, JCDecaux’s sustainability team has analyzed the life cycle for Transit, calculating all the carbon inputs end-to-end.

“We have ambitious plans to offer sustainable media solutions to our clients who are wanting to make more responsible choices. We have bold plans for sustainable solutions and our intention is to make our other products carbon neutral in the future,” O’Connor added.

JCDecaux has long been focusing on improving its sustainability endeavors across its products.The company was the first OOH company to join the RE100, a worldwide organisation that advocates for a commitment to 100% renewable energy. In ANZ, this has made JCDecaux the first media company to commit to this and means the entire network, including offices, will be powered by 100% renewable electricity by 2022.

In 2014, JCDecaux renewed its commitment to sustainable development through the implementation of its Sustainable Development Strategy. Priorities are across three components – environment, social and stakeholder, and include reducing energy consumption, reducing environmental impacts, and strengthening employee commitment toward sustainable development.

The company has also been a certified carbon neutral business since 2015 through Climate Active, an Australian Government organisation that certifies Australian businesses as carbon neutral, and is also working to achieve carbon zero status in New Zealand.

Categories
Technology Featured Southeast Asia

Moving Walls, OHAAP partnership to drive PH’s data-driven OOH industry

Manila, Philippines – In a bid to ascertain a data-driven approach in the Philippine out-of-home (OOH) industry, programmatic OOH company Moving Walls and the Out of Home Advertising Association of the Philippines (OHAAP) had recently signed a memorandum of understanding (MoU), entailing OHAAP to utilize Moving Walls’ platform to step up measurement, transparency, and accountability for OOH.

The agreement will enable OHAAP member companies owning billboard panels, LED screens, and other outdoor advertising platforms to have a valuable and easily accessible audience measurement, which makes planning static and digital sites easier, and provide the weight necessary to justify OOH ad spends.

Furthermore, members will be able to plan static and digital OOH (DOOH) campaigns more holistically while adopting a data-first approach to its programmatic campaigns with advanced capabilities such as dynamic ad-content serving, audience retargeting, use of various triggers such as weather and time-belting.

“Having a common currency makes the medium more responsible. Advertisers know exactly what they are spending for and this helps to generate trust. Location Intelligence strengthens the OOH media platform as an effective media channel, which aligns it to other measured media such as TV, Radio, Print, and Digital. This agreement ushers in the era of digital and uplift the profile of the OOH industry and deliver substantial value to clients of various revenue sizes,” according to Alex Montanez, chairman at OHAAP.

The development is also seen as a positive reinforcement of the goal of the Media Specialists Association of the Philippines (MSAP), establishing a common OOH currency using the ad-tech company’s data. Previously, Moving Walls had also teamed up with MSAP for OOH measurement solutions.

OHAAP President Ramil Gutierrez comments, “The OHAAP Board is delighted to partner with Moving Walls Philippines to provide OHAAP members with transparency, accountability, and measurability to its campaigns through the use of location intelligence. It’s about time our members level up the playing field and experience the full potential of planning and buying OOH media.”

By connecting to Moving Walls network of 35,000 global connected sites, member companies will be able to plan Outernet campaigns in an automated manner as the platform enables the collection of location intelligence data for both static and digital outdoor media sites.

“We are moving forward into digital transformation and we at Moving Walls commit to further support OHAAP and its members not just with data but also with advanced capabilities needed to future-proof itself,” said Norman Davadilla, CEO of Moving Walls Philippines. “Our next step in planning is to onboard OHAAP members, equip and enable them to understand and utilize the Moving Walls tech stack,” Gutierrez adds.

Categories
Marketing Featured Southeast Asia

Aircon brand Close Comfort unveils new animated brand ambassador

Singapore – Air conditioning brand Close Comfort, which has a presence in Australia, Singapore, Pakistan, and Indonesia, has recently launched a new character to represent its brand – ‘Ooh’. 

With Ooh, Close Comfort adds to their beloved mascot family a cartoon character that they aim to appeal to children as to provide an easily recognizable character to customers. 

Close Comfort is a personal air conditioning startup, founded in Australia by veteran engineer and researcher, Professor James Trevelyan. Close Comfort’s main proposition is sustainability – with the mission to provide environmentally friendly cooling solutions. 

Ooh is set to become a familiar face all around Singapore as he appears in Close Comfort’s advertisements. 

The story behind Ooh’s pancake-flat face is its fondness of pressing its nose against store windows in the hope of getting a look at Close Comfort’s nifty units. Over time, it starts to look more and more like the unit itself.

Close Comfort’s CEO and Director James Trevelyan commented that he is thrilled to finally be able to introduce Ooh to their audiences. 

“Ooh is not just the embodiment of our unit but also for all we stand for – sustainable cooling. We hope to reach out to many more families and help them keep cool and comfortable in an affordable yet sustainable way,” said Trevelyan.

Categories
Marketing Featured ANZ

Digital advertising to make up about 60% of NZ advertisers’ budget in 2021

New Zealand – As expected, digital advertising, in the middle of the pandemic, is forecast to comprise the larger fraction of ad spend by New Zealand advertisers in 2021 with 59% to comprise their overall media budget, according to a new global report by global media investment and intelligence company MAGNA. 

Although New Zealand, being primarily an island, has been successful in containing Covid-19, advertisers are still inclined to put their dollars into digital channels, which can be mainly attributed to how the media practices have evolved to leverage the appeal and impact of digital formats, whether lifestyles are hindered by the virus or not. 

The projected growth in digital follows 2020’s 3.3% growth rate. According to the report, most of the digital growth will come from spending on mobile devices, which will see specifically an 18% increase and to represent 67% of total revenues within digital advertising. 

Overall, the advertising economy in New Zealand is seen to increase by 7.6% in 2021 to reach NZD 2.8b ($1.8b).

Still in line with changing preferences of audiences, the report said that linear advertising revenues will see an uptick of 2.9% to represent 41% of total budgets, an actual down from taking 49% of budgets as recently seen in 2019. 

Meanwhile, in terms of specific mediums, television spending is forecast to grow by 5.6%, to represent one-fourth of total budgets. The report said that this will bring total spending levels back to 92% of their 2019 levels. On the other hand, radio and OOH are seen to fare slightly worse with a 2% growth to reach 86% of 2019 spending levels, and a 5% growth to reach 68% of 2019 spending levels, respectively. 

Globally, as the economy recovers faster than expected with a GDP of 6%, marketing activity, and advertising spending are likewise projected to demonstrate the same upward growth. With the added driver of rescheduled international sports events, the report forecasts global all-media advertising spending to grow by $78b, a 14% increase, to ultimately register an estimated $657b in 2021, a new all-time high, said MAGNA. 

Meanwhile, in the Asia Pacific, while the rollout of COVID vaccines has not been as aggressive as many Western markets, there were still fewer cases and deaths as well as fewer shutdowns vs. those markets in the west. This has not stopped consumers in the region from changing their behavior in the same ways as in heavily COVID-impacted markets, which meant more indulgence to stream, more adoption of e-commerce, and more integration of digital platforms into their daily lives. As a result, economic recovery and organic digital growth will power APAC’s total advertising spending to a 12.8% increase in 2021, following 2020’s 3.3% growth. This will see total advertising budgets in APAC reach $203b, significantly ahead of 2019’s $186b total.

According to Gurpreet Singh, managing director at MAGNA APAC, digital will continue to be the biggest growth driver across most markets fueling a faster recovery. Singh also said that since linear media was the most affected last year, its recovery back to pre-covid levels is going to remain a big challenge across the majority of APAC markets for the next few years.

“2021 will see higher than usual growth in ad spend bouncing off of the reduced spend we saw in most of the APAC markets last year. This will largely result in regaining lost ground, however, some markets will take more than a single year for their ad spend to recover from the impact left by covid,” Singh said.

APAC remains the second largest global advertising region, behind North America but $59b ahead of EMEA. 

Categories
Marketing Featured Southeast Asia

GuocoLand’s latest OOH campaign gives commuters a ‘nature-inspired’ trip to dream home

Singapore – To draw attention to the launch of its latest luxury residential development Midtown Modern, regional property company GuocoLand has launched a new out-of-home (OOH) campaign to entice customers with a walk inspired by nature aesthetics and real estate luxury.

Developed in collaboration with Moove Media, the OOH campaign is placed at Bugis MRT, which utilizes the linkway between the Downtown Line (DTL) and East-West Line (EWL) with wall mural and floor stickers of the development and extensive greenery to provide commuters with an immersive garden experience Additionally, the soothing sounds of nature with running water and bird calls bring an oasis of calm to the bustling thoroughfare. The campaign with Moove Media extends to in-carriage window stickers on DTL trains.

In addition, a large ambient billboard greets commuters with an eye-catching aerial view of Midtown Modern’s twin towers and its grand lawn at the Bugis MRT EWL escalators. The media space at the EWL escalators is managed by SMRT Media.

Dora Chng, general manager (Residential) at GuocoLand, said: “With Midtown Modern located directly above the Bugis MRT interchange, the OOH campaign was vital to capture commuter mindshare and introduce a unique nature in the city living concept.”

GuocoLand aims to bring Midtown Modern’s message of garden homes in the city to tenants, shoppers, residents and members of the public at its flagship integrated development Guoco Tower in the CBD. Guoco Tower is directly connected to Tanjong Pagar MRT.

“OOH was also instrumental in building high visibility with commuters and complemented our omnichannel marketing strategy across print, digital and social media. We are delighted that the response from partners and customers to the OOH and integrated marketing campaign has been overwhelmingly positive,” Chng added.

From 3 June to 14 July, the next phase of the OOH campaign goes digital with a creative video to be displayed on the 6-metre Wonderwall at Dhoby Ghaut MRT interchange, which reaches commuters of three MRT lines – North-East, North-South and Circle Line. Commuters will be brought on a mesmerizing journey through Midtown Modern’s lush and spacious landscaping, colourful forests, and thoughtful amenities through video.

Categories
Marketing Featured ANZ

JCDecaux welcomes new head of campaign execution

Australia– Global Out-of-Home media company JCDecaux in Australia has appointed Amanda Munce, former commercial inventory manager of broadcast company Seven West Media, to be its new head of campaign execution

Munce brings with her 12 years of experience in campaign operations. She has previously held various operations roles and led delivery teams both on and offshore. In her new role, which was traditionally in the Operations area of the business but was restructured to sit within the broader Sales team, Munce will be leading the company’s campaign delivery, campaign installations, and campaign services teams. 

Munce will report directly to Cassandra Cameron, the executive general manager of revenue strategy and operations at JCDecaux.

Commenting on her appointment, Munce said, “I am so excited to join this progressive business and look forward to leading the team to deliver exceptional client service with customer success at the heart of everything we do.”

Meanwhile, Cameron commented that this important restructure and appointment brings together key client touchpoint areas that drive an increased focus on exceptional customer experiences. 

“Our customers’ journey starts with the Sales and Campaign Delivery teams, and bringing these teams together ensures JCDecaux delivers an unrivaled customer experience and drives positive business outcomes for our clients,” said Cameron.

Recently, JCDecaux has announced several promotions and appointments across the sales team, namely Oliver Newton, the new chief sales officer, Brad Palmer, the new national programmatic director, and Kasey Climpson, the new programmatic operations manager.

Categories
Marketing Featured ANZ

Lendlease to bring its small-format OOH advertising in-house

Sydney, Australia – Lendlease, the integrated real estate and investment group, is expanding its advertising platform and will bring in-house the management of its small-format digital advertising across its shopping centers and urban retail precincts.

Up until now, Lendlease has outsourced its small-format digital advertising in its shopping centers to out-of-home advertising agencies. With this new change in management, it is going to be one of the few shopping center landlords to take this platform in-house.

Lendlease’s internal sales team will now oversee content for local and direct campaigns, while its partners, oOh!media and Shopper Media Group will manage content for national agency campaigns.

By the middle of this year, in collaboration with its technology partner SureVision, Lendlease will have rolled out 107 small formal digital panels across six shopping centers including the following: 

  • Erina Fair, Erina NSW (National sales partner, oOh!media)
  • Macarthur Square. Campbelltown NSW (National sales partner, oOh!media)
  • Southlands Boulevard, Willerton WA (National sales partner, oOh!media)
  • Northgate Shopping Centre, Geraldton WA (National sales partner, Shopper Media Group)
  • Menai Marketplace, Menai NSW (National sales partner, Shopper Media Group)
  • Settlement City, Port Macquarie NSW (National sales partner, Shopper Media Group)

Lendlease will roll out a further 270 panels across its other shopping centers and urban retail precincts by 2023.

The company said that the new panels will provide it with added benefit of valuable data analytics using facial recognition technology to measure metrics including age, gender and customer dwell time.

The expansion of its media operations follows the successful rollout of Lendlease’s large-format network across its retail assets, which in 2016 started with just 10 screens and have now grown to 22.

Sally Harding, the general Manager of pop up & media commercialization at lendlease, said that retailers in its shopping centers will benefit from working with the company directly on their campaigns, instead of going through an external advertising agency since retailers already know them and that they understand their business needs. On the customer side, meanwhile, they will be benefitting from having more content that’s relevant to them and their local community.

“As shopping centers evolve to meet the changing needs of consumers, we’re looking for opportunities to grow our revenue streams. We’ve had such success with our large-format network, it made sense to expand our in-house advertising platform to include small-format advertising,” commented Harding. 

Categories
Technology Featured Southeast Asia

Moving Walls’ LMX team up with AU-based ad platform CAASie.co to accelerate automated OOH

Kuala Lumpur, Malaysia – LMX, the supply-side arm of media company Moving Walls has partnered with Australia-based ad platform CAASie.co in accelerating automated and audience-driven out-of-home (OOH) advertising.

Through the collaboration, both companies are bringing their end-to-end OOH of home buying experience to SME and agencies. LMX will enable CAASie.co’s self-serve OOH marketplace and provide advertisers with global access to an inventory of more than 35,000 screens across Southeast Asia. 

LMX provides a full sales automation and delivery stack to OOH media owners and its supply-side platform (SSP) called ‘LMX Connect’ will be integrated with CAASie.co’s self-serve demand-side-platform (DSP) to enable flexible budgets and durations to SMEs and agencies buying OOH advertising.

CAASie.co is keen to bolster a fully self-serve digital OOH (DOOH) experience, making on-demand access to outdoor assets more flexible and accessible with a strong dedication to merging digital marketing and OOH advertising. The collaboration will allow both companies to scale their offerings across multiple markets and drive adoption of DOOH from buyers who have traditionally shied away from the format. 

For Srikanth Ramachandran, founder and CEO at Moving Walls, LMX’s prime objective since its establishment was to enable screen asset owners to connect to multiple DSPs while remaining in control of inventory allocation and pricing.

“CAASie.co’s vision of making audience data-driven media buying for OOH possible aligns with LMXs own vision. The partnership will connect Australian advertisers to LMX clients around the world, while opening doors for LMX to be adopted by Australian media asset owners,” Ramachandran stated.

Meanwhile, Jeff Jaraved, co-founder at CAASie.co, commented that the company had great success opening up access to out-of-home for both small businesses and agencies, as they believe that these folks have generally stuck to online digital formats for their marketing, almost entirely because outdoor was simply inaccessible to them.

“The fact that anyone can come in and self-serve their ads on the billboard or bus shelter down the street is huge. Our partnership with LMX allows us to tap into a whole new part of the globe, which I’m sure will be very exciting for our users,” Jaraved stated.

The Moving Walls group has recently established independent offerings for both the buy-side and the sell-side stakeholders. To advertisers and media agencies, they provide cloud-based planning and analytics for all forms of OOH media powered by a multi-sensor location data platform. To screen asset owners, LMX equips them with inventory management and sales automation tools.