Digital extends traditional media

The Act Now for the Future campaign had been in the marketplace for over one year and the message had started to gain some traction with the WA public. The June/second phase of the campaign required a different level of media thinking and innovation to ensure the campaign would still have cut-through, remain relevant and increase saliency of the campaign messages.

Working closely with the creative team Media Decisions | OMD developed the Clapping Adshel (featured below). The Adshel provided a perfect media platform for the Act Now campaign as this was a form of media that if the WA public engaged with they were ‘doing their bit’ in saving our planet.

The concept was implemented by Media Decisions | OMD through negotiations with Adshel who modified one of their premium shelters to include a recorded ‘Clapping’ sound that was activated by a motion sensor set to run when people emerged from a bus.

This medium instantly ‘thanked’ people for taking public transport.

Media Decisions | OMD negotiated this opportunity within the cost of a standard Adshel campaign – the only additional costs were the physical alterations to the shelter itself.

Do all media campaigns need to use new and digital media?

Creative and innovative uses of media are not just limited to ‘new’ forms of media. Shop fronts are truly one of the oldest forms of advertising space – stores have for centuries been using this space to advertise their products. Media Decisions | OMD in conjunction with the creative agency identified an excellent media and creative opportunity utilising this very space.

A shopfront display was transformed as part of an ambient campaign promoting the highly anticipated second season of Network Ten’s controversial comedy/drama series Californication. The show chronicles the life of Hank Moody, a novelist whose obsession with honesty and his self-destructive behaviour – drink, drugs and sex – are simultaneously destroying and enriching his career. Since its infamous debut episode, Californication has stirred a considerable amount of controversy due to its explicit nature and occasional nudity.

The use of the shop front coupled with the creative made and for an extremely effective campaign.

The media cost was simply the small charge associated with rental of the unused shop front window for the two week period!