The team at OMD, TBWA\NZ and Go Media have come together to deliver a unique out of home special build for client 2Degrees, bringing their “Data Piñata Armada” to life across static billboards in New Zealand’s main metros.
A representative from creative agency, TBWA/NZ, explains, “With the Data Piñata Armada popping up on phones over summer to prop up people’s data balances, we wanted to bring the piñata party into the real world. Showing off every pearl, pirate patch and piercing of our piñata posse to persuade the public to pick up their phone and play.”
Produced by Bootleg, a specialist design agency based in Auckland, the creative campaign was brought to life with ACM, gold foil and a real pirate flag that moves in the wind.
“Optimising the engaging nature of a special build billboard, our media objective was to capture people’s attention and drive a positive emotional response. Being a key summer channel, a special build billboard taps into fundamental moments on consumers’ path-to-purchase and boosts purchase consideration by 35 percent when compared to standard OOH campaigns,” comments Juliet Robertson, Business Manager at OMD.
Go Media Agency Account Manager, Katie Ujdur, adds, “We’re thrilled to have collaborated with all parties to bring this concept to life. With the industry’s demand for higher attention and more engaging creative, we utilised static special build to deliver the best outcome. Every detail worked seamlessly together, and we couldn’t be happier with the result.”
The special build can be found across three of Go Media’s static billboard sites in Auckland, Wellington and Christchurch, and will run until January 28 2024.
Credits: TBWA New Zealand as the creative agency and the production partner Bootleg
Credits: OMD New Zealand
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