AUCKLAND, Today: Auckland’s streets are getting a very noticeable splash of blue, thanks to a new moving media campaign from OMD New Zealand, TBWA New Zealand, 2degrees, and media-tech company SEEN.
Called “Turning Blue”, the campaign sees 25 ride-share cars wrapped in 2degrees blue, turning everyday vehicles into mobile billboards and bringing the brand’s latest message right across Auckland.
In its first week alone, the fleet covered more than 46,000 kilometres, putting 2degrees in front of Aucklanders in a format that is hard to ignore and designed to deliver real impact.
“At 2degrees we’re proudly a challenger brand, and we loved finding new and innovative ways to get our messages into the world. Partnering with SEEN and OMD allowed us to use an exciting first-to-market media channel to show Aucklanders our new “See How Turning Blue Can Save You” campaign.”
SEEN’s platform is helping shift vehicle media beyond a niche execution, offering suburb-level visibility, dwell time, hotspot reporting, and telemetric data to give advertisers a clearer picture of performance.
“OMD is dedicated to pushing boundaries and testing innovative ways to connect with audiences. SEEN is a great new platform that helps us deliver measurable outcomes for our clients.” – Rachel Stewart, Managing Director Auckland, OMD New Zealand
“All our campaigns are trackable, targeted, and built for maximum impact with the kind of data OOH has been waiting for,” say SEEN co-founders Oliver Gardner & Benjamin Hunter.
The campaign also adds an interactive layer. Each vehicle includes a QR code on the headrests, giving passengers a direct path to the “Turning Blue” page and a tool to work out their potential savings.
For OMD New Zealand, the partnership is about more than just another media placement, giving clients a more visible and dynamic presence in-market while combining creativity, culture, and commercial outcomes.
“OMD is dedicated to pushing boundaries and testing innovative ways to connect with audiences. SEEN is a great new platform that helps us deliver measurable outcomes for our clients.”
Altogether, “Turning Blue” points to a more flexible and accountable future for OOH, combining the scale of classic outdoor with the transparency and responsiveness usually associated with digital.
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