Saatchi & APN Outdoor go downtown

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Saatchi & Saatchi and APN Outdoor have been bringing Commonwealth Games action to the Kiwi faithful, with digital billboards across NZ’s three largest cities – in just a shade under real time.

High-impact locations across Auckland, Wellington and Christchurch are displaying updates ranging from medal announcements to event reminders throughout the Games period.

APN Outdoor worked with the NZ Olympic Committee to bring the campaign to life, having been announced as their first Official Outdoor Media Partner late last year. 

The agency and client also worked with Ngage to broadcast the campaign via a specially-built microsite, allowing updates to be fed to the screens and the population almost instantaneously.

APN Outdoor NZ country head Mike Watkins said: “We wanted to connect with supporters in a genuine way. Sport is a topic that brings our nation together, we play it, we watch it and we succeed at it.

“It was important to create something unique that could bring this sense of patriotism to the streets and the immediacy and flexibility of digital outdoor fit the brief perfectly.”

The digital outdoor format is known for its ability to engage, with 3 in 4 New Zealanders finding the screens better at attracting and maintaining attention.

“APN Outdoor currently have 22 digital billboards in influential positions across the country with a number of creative opportunities available to clients,” Watkins said. “These opportunities include integration of RSS feeds, dayparting, geotargeted messaging and weather-sensitive creative to name a few.

APN Outdoor’s Commonwealth Games campaign runs until Sunday 15 April.

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