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.