01 Mar Coles utilises dynamic messaging in latest Adshel out-of-home campaign
Coles has launched a dynamic and contextually relevant digital out-of-home campaign with Adshel to promote its Coles Insurance price freeze.
Across Adshel’s digital screens throughout Australia, the seven day ‘Freeze is On’ campaign, sees an ice block slowly melt each day as the creative counts down the days left in the Coles Insurance price freeze.
In addition to the dynamic creative of a melting ice block each day, the digital out-of-home campaign uses contextual relevance throughout the day. Between 7am-11am, the creative refers to getting a quote before your first coffee. From 11am-3pm, it encourages commuters to get a quote while on their lunch break; and from 3pm-8pm, it refers to getting a quote in time for dinner.
Coles’ campaign planning manager Natasha Aaron said: “We were really excited by the flexibility that Adshel Live screens provided us from a creative perspective. With a strong, time sensitive offer in market, we loved having the opportunity to use an outdoor medium a little differently. The ability to leverage the regular routes that commuters take daily, means that we’re able to build a sense of urgency for the final days of the campaign, and create impact by delivering a relevant message to customers at an appropriate time of day.”
Adshel’s sales and marketing director David Roddick said: “The Adshel Live digital street furniture network is continually pushing creative boundaries plus offering unique opportunities for advertisers. Coles was able to create an imaginative, contextually-relevant and dynamic campaign to promote their Insurance price freeze. We’re delighted to have been able to produce a great outcome and help drive results for Coles.”
The Coles campaign went live on Monday 29 February.
The launch of this breaking campaign follows the announcement that Adshel will be expanding its Adshel Live network across Australia and New Zealand by 825 screens from this year; and the launch of Adsmart, an ad-serving platform which gives brands the flexibility to manage their own digital-out-of-home creative based on time of day, place, audience, context and business needs in real time.
Media agency: Universal McCann (UM) Melbourne
Creative agency: Whippet