It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Suncorp Bank has partnered with Adshel and Starcom Brisbane on a new digital out-of-home campaign which tracks its mobile lender network across Sydney in real time.
The campaign uses an Adshel create app to highlight the location of Suncorp’s mobile lenders via GPS in real time. This allows consumers to see when a mobile lender is within close proximity as well as to get an idea of the coverage of the lender network across Sydney. The activity is aimed at raising awareness of Suncorp’s services.
The campaign is now running across Adshel digital panels in Sydney, including locations such as Central Station, and finishes on 5 July. The app was uploaded onto the mobile lenders' phones to track aggregate lenders coverage through each day of the campaign.
“This campaign allowed us to showcase the convenience and breadth of Suncorp Bank’s mobile lending network in real time,” said Suncorp brand manager, Kelly Brightwell. “We are passionate about taking advantage of innovative media solutions and this collaborative project has helped deliver great cut-through.”
Adshel chief revenue officer, David Roddick, said the tracking app was developed in-house by its Immerse team.
“Clients are increasingly seeking campaigns that engage and drive immediate action, and we anticipate a growing demand for dynamic content as the market rises to meet these challenges,” he commented.
Starcom Brisbane took responsibility for the creative production side of the campaign.
“The ability to generate real-time, data-led solutions based off a strategic idea has been seamless, resulting in a consumer experience demonstrating the coverage and ease that Suncorp Bank’s mobile lenders bring to helping you get ahead,” added the agency’s business strategist, Hamish Strahorn.
More on digitising out-of-home
- The old billboard gets the flick as digital OOH advertising takes over
- OMA looks to build Australia's first automated out-of-home advertising platform
- TubeMogul and Site Tour launch programmatic ad network for billboards
- Porsche tailors customer message with digital out-of-home advertising
- Neuro study finds iconic triggers will optimise TVCs in out-of-home advertising
- Adshel to deploy beacon technology across outdoor advertising panels nationally
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