







Adshel celebrated the successful launch of their new mobile platform by partnering up with Aura Interactive to deliver a private screening of the sold out blockbuster Transformers 2: Revenge of the Fallen at IMAX cinemas in Sydney this week.
The Adshel Mobile network is the largest mobile outdoor network in Australia with 200 intelligently linked Bluetooth sites. In addition, Adshel will provide the largest QR code, MMS and SMS marketing opportunities via its unparalleled street furniture coverage through its agreement with Aura Interactive. As more people spend more time outdoors, Adshel’s integrated strategy of mobile and outdoor media triggers consumers to engage with brands outside their homes.

The campaign for Transformers 2: Revenge of the Fallen was the first to utilise Adshel’s Bluetooth network and mobile platform, and enjoyed outstanding results – both at the box office, and at a campaign level, with 28,000 interactions and an opt in rate of 40%.

“We were delighted to host this evening and to have the industry join us in the celebration of what we consider to be a big milestone in the media industry; the launch of OutdoorConnects – Adshel’s new mobile platform” commented Adam Butterworth, Sales Director, Adshel, “This platform offers new opportunities for advertisers to engage and interact with their target audiences by adding SMS, MMS and QR codes to their outdoor campaigns and in using the largest Bluetooth network in the country of 200 connected street furniture sites”
"Transformers: Revenge of the Fallen is a truly revolutionary campaign as it is not only the largest and most successful Bluetooth-enabled outdoor campaign ever delivered in Australia” says Adam Dunne, CEO, Aura Interactive, “it is also the largest BlueZone® campaign in the world to date and was the first and only live, interconnected Bluetooth network across the 3 different media environments of street furniture, shopping centres and cinema.”
The packed out event served as a testimony to the success of the campaign, with all 500 seats snapped up in 3 days.
For press-related enquiries please contact:
Joana Barros
National Marketing Manager
Tel: 61 2 8425 7200
joana.barros@adshel.com.au