Nestlé Purina wins oOhMedia Excite competition

Nestlé Purina has won the oOhMedia Excite competition, with an idea to match people with a shelter animal.

The competition challenged local agencies and advertisers to create interactive and engaging ways to use OhMedia new Excite panels that have Kinect cameras and the winning received $100,000 worth of oOhMedia retail digital media.

From a field of 36 entries, it was ‘Perfect match’ by Nestlé Purina and Mediacom that won for its idea to create a pet adoption tool. It will see the development of an innovative tool that helps match shoppers with shelter animals.

General manager of oOhMedia New Zealand Adam McGregor says the Purina ‘Perfect match’ idea was a clear winner because it was extremely engaging and highly interactive. It also makes great use of the environment, opens dialogue with a wide audience and deepens consumers’ relationships with Purina, he says.

“It brings to life a global vision at a local level, fully utilises oOhMedia retail network and integrates seamlessly with social media.”

Chair of judges Derek Lindsey from OMANZ added the campaign shows full-spectrum thinking and links a clever creative hook with strong interaction and amplification making the best use of the audience dwell time.

“The judges were also impressed by the extension of the campaign beyond the Excite panels to full motion ShopaLive panels and Evoke large format sites as well as with social media which will enable animal lovers to see pets available for adoption in their local area.”

Looking beyond the winning entry, head of media and communications at WETA Workshop Nigel Corbett says the entries submitted showed how compelling interactive out-of-home advertising had become.

“The age of interruption advertising is dying,” Corbett says. “We can skip TV ads and watch Netflix and stuff like that and it is the same with digital and online, where you have ad blockers. So I think to entice people and talk with them on a one-to-one basis with oOhMedia technology and screens is absolutely fantastic.”

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