Nando's New Zealand is celebrating its commitment to using only 100 percent New Zealand-raised free range chicken with a 'Winner, Winner' campaign concept with the help of an oOh!media competition.
The campaign has been awarded $120,000 of full motion retail split across oOh!media's network of EVOKE and Shopalive panels in New Zealand. oOh!media hosted the competition to celebrate the company expanding its digital network in New Zealand.
oOh!'s full motion panels have been transformed into fruit machines with rotating images of various Nando's menu items by Mindshare, bcg2 and Black Digital. If a shopper gets a photo of a sign with three matching products in a row, they can get that product for free from their closest Nando's restaurant.
oOh!'s New Zealand general manager Adam McGregor says the by utilising full motion vision and the combined benefits of the Shopalive and EVOKE formats, it is sure to be a powerful campaign.
"Neuroscience studies show that creative using full motion captures greater attention, creates a stronger emotional response, drives memory encoding and ultimately drives purchase. Full motion is a powerful tool to build deeper engagement and through our full motion network, marketers can more effectively reach 75 percent of all people across 52 centres."
Paul Head, Commercial Communications Council chief executive and chair of judges for the competition, says the engaging creative makes clever use of gamification to provide a direct link back into the restaurants.
"The judges were impressed with the overall quality of all entries and the various approaches that the entrants took to answering oOh!'s challenge to use full motion capabilities to their full potential. But there could only be one winner and the Nando's campaign concept ticked all the boxes."
Fellow panel member Dino Burbridge say the major appeal of the campaign is the simplicity of engagement.
"It is a simple, yet compelling use of the media that encouraged people to stop and use it for their own benefit," he says.
Burbridge is also director of technology and innovation at full service London-based agency WCRS.
The other panelists of the judging panel reviewing the creative conceptions for the promotion included Ocean Outdoor chief executive Tim Bleakley, McCann London exective creative director Ross Neill, and oOh! chief executive Brendon Cook.
The Nando's campaign will run on oOh!'s network of EVOKE and Shopalive panels from later this year.