A new out-of-home campaign for Blackmores New Zealand pushes creative boundaries to boost engagement between brands and audiences as oOh!media launches immersive and interactive game, Jandalball.
The game utilises all of oOh!'s fully interactive Excite panels across the country, as well as a further 85 digital and classic retail signs nationally. Jandalball was created in collaboration with PHD to promote the Blackmores' multivitamin range.
It leverages Blackmores' 'Get in the Mood to Move' campaign and will see shoppers challenged to move their bodies to get a high score by matching coloured jandals super-imposed on their hands to corresponding coloured beach balls on an interactive screen.
Adam McGregor, oOh! commercial and integration director for New Zealand, says the campaign makes Blackmores unmissable to shoppers and well as creating engagement that extends beyond the screen.
"Each of the retail formats were used with a specific purpose in mind to ensure the campaign results were amplified. Shopalive and Shapalites were used to build brand awareness and extend reach and the Excite panels provided the interaction, engagement and fun the brand wanted to achieve."
The brand conversation extends after the exposure to the screen, with follow up SMS and emails being sent to those who engage with the panels.
Excite panels use power-packed technologies – including multi-touch screens, Kinect 2.0 gesture control, vocal recognition, webcam, and 4G connection – to bring advertisements to life in a way that is subtle for the consumer, but also meaningful for the brand.
Blackmores NZ country manager Rene Bros says the full motion capabilities, as well as the interactivity of the campaign, will enable Blackmores to build brand equity through more sophisticated storytelling.
"This campaign will reach 1.1 million unique people over the course of a fortnight. When you consider the fact that Jandalball produces socially sharable content for consumers in the form of a fun and quirky video replay, the potential campaign reach is further amplified."
Jandalball went live nationwide on 26 November and will run through to 10 December on the 15 Excite panels in Auckland, Wellington, Christchurch, Hamilton and Palmerston North.