AUCKLAND, Tuesday: New Zealanders are enjoying fresh stone fruit on their daily commute, with bus stops in Auckland and Wellington transformed into orchards as part of a new oOh!media campaign with Countdown.
To promote the launch of the grocery chain’s summer stone fruit, bus shelters on Commerce Street in Auckland and Oriental Parade in Wellington were covered in a leaf canopy, with fresh nectarines and peaches from local growers in Napier ripe for the picking.
The shelters also featured oOh!’s brand new touch-activated scented posters, which release a fresh peach fragrance when touched. The company worked closely with Auckland media agency Stanley St and creative agency M&C Saatchi NZ to make the activation a hit with commuters.
“The company worked closely with Stanley St Auckland and M&C NZ .”
An additional campaign execution is also running across nine of oOh!’s fully interactive digital Excite panels around the country, with the screens turned into interactive colouring panels. Kiwi kids can select from a pre-set range of colours, then touch a portion of the picture to fill it in, building their mini pieces of art.
Once ready, they can send the image to themselves via email or SMS for subsequent downloading or sharing on social media.
oOh!media sales head Ben Gibb said the national campaign demonstrates how innovative approaches can be combined with oOh’s assets to deliver attention-grabbing executions that help bring clients’ marketing strategies to life.
“The early numbers reinforce this approach, with 5103 unique interactions from the Excite panels during the first week, averaging 2.5 minutes per session.
“The challenge with this campaign was taking a great creative idea on paper and translating it into the real thing on the street. We’re super proud of this project and the impact this has already had, and it’s been amazing to capture the reactions of commuters,” he said.
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