OMD, TBWA, 2degrees and Seen turn Auckland blue with new OOH campaign

OMD New Zealand, TBWA/NZ, 2degrees and media-tech company Seen have joined forces to launch ‘Turning blue’, a mobile OOH campaign.

Twenty-five ride-share cars have been wrapped in 2degrees blue, transforming them into dynamic billboards across Auckland.

In the first week, the campaign’s fleet clocked more than 46,000 kilometres, delivering the 2degrees message directly to Aucklanders.

A first-to-market media channel

Dave Pearce, general marketing manager, 2degrees, says: “At 2degrees we’re proudly a challenger brand. We love 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.” 

The partnership uses Seen’s platform, transforming vehicle media into a scalable, accountable channel including suburb-level visibility, dwell time, hotspot reporting and telemetric data.

“All our campaigns are trackable, targeted and built for maximum impact with the kind of data OOH has been waiting for,” say Seen’s co-founders Oliver Gardner and Benjamin Hunter.

Blend creativity, culture and commercial results

The innovation doesn’t stop at awareness, says Seen.

Each vehicle features a QR code on the headrests, inviting passengers to scan and discover the ‘Turning blue’ page. The platform includes a tool to help users calculate their potential savings.

For OMD NZ, the campaign offers clients a tangible, dynamic presence in-market, blending creativity, culture and commercial results.

OMD NZ’s Auckland managing director Rachel Stewart says: “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.”