A recent activation by oOh!media and Countdown has seen orchards find their way into select Auckland and Wellington bus stops.
Leafy canopy’s and touch-activated scented posters are set to promote Countdown’s summer stone fruit. The company worked closely with media agency Stanley Street and creative agency M&C Saatchi to make the activation a hit with commuters.
oOh!media’s head of sales, Ben Gibb, said the national campaign demonstrates how innovative approaches can be combined with oOh’s assets to deliver attention-grabbing executions that help bring clients’ marketing strategies to life.
“The early numbers reinforce this approach, with 5,103 unique interactions from the Excite panels during the first week, averaging 2.5 minutes per session,” he said.
He added the challenge with this campaign was taking a great creative idea on paper and translating it into the real thing on the street. “We’re super proud of this project and the impact this has already had, and it’s been amazing to capture the reactions of commuters,” he said.
Jo Rose, Countdown’s general manager marketing, said the bus stops were a great way to tell customers about summer peaches.
“Countdown has direct relationships with local growers right around the country, which means we can give our customers fantastic fresh fruit direct from the orchard. We wanted our customers to experience what our buyers do every day – the sights and smells of a peach orchard with delicious produce straight from the tree.”