Adshel has shown off the potential of out-of-home advertising in two campaigns, by Eta and realestate.co.nz, which launched last month and show how bus shelters can be interactive as well as informative.
In an Auckland bus shelter, Eta and Adshel, with MBM Auckland, gave consumers the chance to feel the flavour of its new range of UpperCuts chip flavours in an interactive activation.
The bus shelter features three brightly decorated chairs representing the flavours of the new chip range ‘heat’, ‘sweet’ and ‘tang’. Consumers are encouraged to interact with the activation by sitting in their favourite seat and uploading a selfie to Instagram with the hashtag #openupinteresting. By doing so, they go in to the draw to win a custom-designed dining experience for themselves and nine friends, with award winning chef Sid Sahrawat.
The ‘heat’ inspired chair looks like hot coals burning, ‘sweet’ looks like a comfy bed of flowers and the ‘tang’ chair covered in spikes.
Adshel New Zealand sales and marketing director Ben Gibb said in a release, the social and competition elements combined with the placement across the Adshel network would amplify reach and interest.
In a second unique activation, realestate.co.nz, with media agency Mediacom and creative agency BCG2, rolled out an out-of-home campaign taking advantage of Adshel’s digital network Adshel Live.
To engage customers and promote the breadth and depth of the website’s property listings, the campaign featured data drawn directly from the site and tailored it to the relevant suburbs or street the screens were located. In total, 110 Adshel screens were used across the country.
The data feeds included the number of houses for sale locally as well as highlighting listings based on features, such as the number of bedrooms, bathrooms, or gardens.
It also played on the time of day to promote information relating to ‘showers’ in the morning and ‘kitchens’ in the evening. In the weekends, the screens also displayed messages about open homes in the area.
Realestate.co.nz head of marketing Vanessa Taylor said operating in the online environment, it was hugely important for realestate.co.nz to be able to showcase the power of its data in its advertising. Adshel allowed this to be showcased in real-time, she said.