Auckland has become a little more luminescent with Fanta launching an interactive outdoor campaign and NZME unveiling two massive billboards attached to its new building.
The fizzy drink's execution, which was developed by Ogilvy & Mather and uses OohMedia's Excite technology, taps into the selfie trend.
Five interactive digital panels across Auckland have built-in-cameras allowing users to take a selfie before adding Fanta accessories to the photo, which is then shared via social media or email alongside the message #BeMoreFanta.
While the hashtag aims to build Fanta’s brand awareness and encourage product trial by inspiring teens to "embrace the playful, fun and vibrant side of life", the screens locations in shopping centres, including Sylvia Park, Downtown, Botany and Northwest, means mums are also a target.
OohMedia general manager of New Zealand Adam McGregor said in a release the panels provide engagement and networked reach that give advertisers opportunities to interact with shoppers like never before.
“We’ve packed in all the latest technologies we could to equip brands like Fanta and their advertising agencies with the opportunity to be creative and develop interactive campaigns like #BeMoreFanta, with both cut through and reach.”
He says the technology will allow advertisers to explore how they engage audience’s more “dynamically” and provide a meaningful link from the panels to online and social via mobile.
The digital panels are accompanied by a wider retail campaign using Ooh's retail network that will extend the campaign nationally from Auckland to Hamilton, Wellington and Christchurch. This will be the last week of the two-week campaign.
In other outdoor news, NZME has today launched two digital billboards with live newsfeeds, with the aim of “keeping New Zealanders in the know”.
The billboards will cover news, sports and entertainment as well as breaking news alerts by featuring a leading story and dynamically inserted headlines to keep the content fresh and informative.
By placing enticing headlines on the billboards, NZME aims to encourage cityfolk to reach for their mobile phones to get the full story. And at a time when the media company is trying to extend its footprint across as many channels as possible, this adds another layer of integration opportunity.
NZME chief marketing officer Liza McNally said the newsfeeds are running on NZME's two digital sites at Hardinge Street and the corner of Graham and Victoria streets.
"The advantage of this is that they are always on and as they are NZME-owned assets we have complete flexibility with them."