FCB took home two out of the five top honours for this quarter’s OOHMAA Awards for the most impactful out-of-home work, winning the “Out of the Box” and “Best Use of Channel” categories.
One of the campaigns was for Mercury, who recently expanded into offering broadband services. The challenge was clear: to let people know that Mercury now offers internet. To achieve this, FCB Aotearoa turned one of Auckland’s biggest billboards into the world’s biggest modem.
And like any modem, the Wi-Fi password was on the back. While many might consider putting the message on the “wrong side” of the ad as marketing madness or campaign craziness, it worked.
Thousands of curious passersby couldn’t resist a look behind the billboard to log in for a chance to take some free internet home with them.
“It’s great to see people will actually give up their precious time to interact with advertising if you make it fun and engaging,” says Leisa Wall, Chief Creative Officer, FCB.
The second win, Best Use of Channel, went to Pak’nSave’s savey Stickman takeover of a vacant yellow wall in Auckland’s bustling Karangahape Road.
Both campaigns were crafted by the same creative team, Tim and Guy. “It’s fun doing outdoor, and it’s cool when people like it. Good luck to all the finalists.”
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