AUCKLAND, Thursday: oOh!media and Lumo have partnered with NZME for a national campaign showcasing The Warehouse’s sponsorship of the Olympic 2020 New Zealand team.
Warehouse media agency OMG challenged the media partners to create a platform that celebrates the success of Kiwi athletes at a local community level, and in real-time as the Games evolve.
To ensure the out-of-home component of the campaign was timely and dynamic, oOh! partnered with Lumo to build a customised copy scheduler, providing The Warehouse with the ability to create bespoke messages celebrating Kiwi athletes’ winning moments at any time.
Following a medal victory, the bespoke messages are created from the backend custom interface and are displayed instantly on oOh! and Lumo digital screens nationwide.
Andrew Stein, customer strategy lead at The Warehouse, said: “This campaign has the community at its heart.
“This partnership is a fantastic demonstration of how out-of-home can bring the magic of an event to the streets.”
“The partnership between NZME, Lumo and oOh! delivers national reach across online and out-of-home, reaching Kiwis nationwide, and emotionally connecting us through our nation’s love of sport and desire to punch above our weight in the medal tallies.”
Ben Gibb, oOh!media’s head of sales, said: “This partnership with Lumo is a fantastic demonstration of how out-of-home can bring the magic of an event to the streets for Kiwis and bring everyone into the action.
“It’s awesome to be able to work with clients like The Warehouse who are passionate about using the dynamic capabilities of digital out-of-home to bring the success of our athletes and their support of our Olympic team to the nation. Fingers crossed for the next medal update!”
Lumo general manager programmatic Jack Plowright said: “Working with a variety of partners has been the key to bringing this activation to life.”
Keri Thomas, business director at Omnicom Media Group, said: “To work alongside The Warehouse, oOh! and Lumo to create this innovative and forward-thinking campaign really brings attention to the real-time usability and innovation of out-of-home formats.”
The campaign will be running across oOh!media and Lumo sites nationwide.
CREDITS
Client: The Warehouse
Tribe Lead, Customer Strategy: Andrew Stein
Media, Customer Strategy: Jessamy Benge
Brand Marketing, Customer Strategy: Will Harvey
Media Agency: Omnicom Media Group
Business Director: Keri Thomas
Planning Director: Suzanne Breslin
Business Manager: Bridget Welsh
Creative Agency: TBWA
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