AUCKLAND, Today: Lumo Digital Outdoor’s creative studio, Lumo Labs, has partnered with MBM to launch a dynamic omnichannel digital out of home campaign, Vogel’s vs Vogel’s. Creative is out of DDB.
MBM senior planner Marika Allen-Jennings said: “The campaign encouraged bread lovers to share their opinion on how they store, eat and even cut, Vogel’s.
“MBM was able to utilise Lumo’s LED screens to drive high engagement during the voting period. Live results were pulled from social media results and updated across the nationwide network, where it was displayed to Lumo’s mass reach audience.
“The creative design by DDB is an impressive display of how a brand can leverage social engagement to fuel a DOOH campaign.
“MBM used 14 live social feeds pulled from Instagram and Facebook votes. Already passionate Kiwis have expressed their thoughts with the campaign seeing over 15,000 votes.
“The dynamic campaign is the latest example of how agencies can strengthen their omnichannel capabilities through DOOH.
Lumo Labs head of digital design Jamie Snow said: “The creative studio has seen a huge surge in demand for dynamic DOOH campaigns from both agencies and clients.
“Vogel’s vs Vogel’s is a fantastic way to engage with our audience, and increase our omnichannel capabilities through adding a DOOH element.”
“We’re seeing more agencies start to realise the capabilities of DOOH, and through that more creative thinking is being applied to the channel.
“Our work across this dynamic campaign assisted MBM in a true omnichannel approach, taking the campaign’s effectiveness to a new level and securing great engagement past just social media interaction.”
Marika Allen-Jennings: “Vogel’s vs Vogel’s is not only a fantastic way to engage with our audience, but also a way to increase our omnichannel capabilities through adding a DOOH element.
“Partnering with Lumo Labs was the perfect choice for their ability to help us create a dynamic campaign, and bring the interactive campaign to life outside of social”
Vogels band manager Victoria Lyne said: “Vogel’s vs Vogel’s focuses on what makes Vogel’s so unique and draws on some of the amazing idiosyncrasies and rituals New Zealanders have with their Vogel’s.
“Everyone enjoys Vogel’s in their own special way, and we wanted to embrace that by bringing those fundamental brand truths to life in an exciting and engaging way.
“We’re thrilled with how DDB, MBM and Lumo have brought this innovative campaign to life, and can’t wait to see the final results.”
The campaign is live across Lumo screens in Auckland, Hamilton, Tauranga, Wellington, and Christchurch.
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