Outdoor companies work together to deliver Melbourne media first for Yellowglen
Australia’s major outdoor media owners have come together in a media first brokered by Mediacom to promote Yellowglen in Melbourne CBD.
The initiative – timed for the lead up to the Spring Carnival season – has seen Yellowglen taking over key outdoor formats in the city centre, with Adshel, APN Outdoor, Eye, IOM, JCDecaux and oOh!media working together to split packages and join sites. It marks one of the biggest outdoor iniatives undertaken in Australia by a single brand.
The campaign has been developed by creative agency Badjar Ogilvy. Yellowglen is a Melbourne Cup sponsor.
Amanda Whiteland, Senior Brand Manager of Yellowglen said “Out-of-Home is our key media channel for us to continue to build the brand’s dominance in the sparkling wine category.”
The deal included four sites at Flinders Street Precinct, a giant site created by adjoining an Eye and oOh!media site to book-end Swanston St, and a heavy street furniture presence with a bank of panels between Flinders Street and Federation Square and along the route from the CBD to Flemington racecourse.
Yellowglen will dominate Flinders Street station inside and outside. There will be a light projection of bubbles projected onto Flinders St Station, as well as multiple sites within the station including Bluetooth enabled panels driving people to a Yellowglen promotion at the Spring Carnival, and to a Yellowglen iPhone application.
Naomi Johnston, Group Director from MediaCom said there had been “a massive collaboration” by the out of home players to pull off the deal.
She said: “Out-of-Home has always been the cornerstone of Yellowglen’s advertising campaigns.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Well played, Melbourne!
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Great use of outdoor. Impressive. Only improvement would have been if it featured complementary executions rather than the same execution repeated four times.
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Looks amazing
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Just caught the train from Flinders Street. Glamourous Yellowglen girls coloured the concourse. The posters made me forget how awful the product is – at least for my journey.
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Agree with version 2:33pm it’s a unique and highly impactful use of the available outdoor signage in close proximity but wonder if it could have been used to tell more of a visual story than just “roadblocking” the collective space?
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Yes BUT the product is dreadful!!!
Doesn’t matter how much you spend on marketing. If the product is crap, it’s crap.
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This is a great use of outdoor:
http://www.flickr.com/photos/litji/2898403191/
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Nic, I think you’ll find you are dead wrong, and that’s why Yellowglen have blown so much money on this campaign
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Also agree with comment by version at 2.33pm. We have heard so much recently about brand storytelling and transmedia that this feels like a lost creative opportunity. Seems like the ‘first’ relates more to the fact that media people collaborated rather than competed instead of being a groundbreaking first from a consumer experience point of view. But hey, Ogilvy probably only got given the brief a week ago!
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Pity they weren’t giving away free-samples….
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The only creativity here is MediaCom’s media buying.
As far as the creative goes, waste of creative opportunity in my opinion.
Many other fantastic executions could have been developed to huge appeal…
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As an FYI, the same “Roadblock” buying approach has been deployed in Brisbane across 3 combined sites targeting all motorists commuting into the city via Story Bridge. This media idea translates well in Brisbane as the “roadblocking” approach is visually impactful to a Motoring audience.
However, I agree with several others that the placement in Melbourne with it’s higher pedestarian volumes could have been better exploited through mutliple creative messaging.
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Congrats M’Com – Looks great!
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Nice one!
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Poor use of space, What’s creative about that? It is just as obnoxious as those really loud shouting ads.
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Nice negotiation to pull this together.
But….
Wonder what the actual benefit of this ‘media first’ will be to the client, beyond ad industry comment? Do 4 x the same creative in essentially the same space = 4 x more impact, 4 x more sales? Ideally you’d want an exponential lift to ROI.
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Waste of money. Why plaster the same old boring execution 7 times.
I don’t see the point. That money could have been spent in much wiser ways.
I’m sure the media person who sold it just shipped in a few bottles of Moet with their cut though.
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it’s a great initiative and you couldn’t get better for the spring carnival for timing and placement.
nice work mediacom. media buying bang on – creative not so much.
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Well done Naomi, great job to get these guys to work together, looks great!
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Lovely job by Mediacom – can’t have been an easy task.
Agree with the previous comments, the creative could have been so much more. And as a picky client (albeit one that has learnt from buggering up her own outdoor creative), where’s the flipping pack shot?!
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Fantastic buy mediacom, well done. What a shame the creative failed to take advantage of the media first, it’s like booking a roadblock online and recieving rehashed print assets to put up!
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Sure, the creative isn’t interesting and the product isn’t for those who appreciate tasty bubbles (we used to call it private school passionpop), but it sets up the brand leading into the biggest season of sales.
There’s no brand as visible in that price bracket and I do think that Melbourne execution will hit the numbers and deliver recall for a much better price than other mediums.
Not sexy, but compared to the competition it should do the job…a quick bottle count on Melbourne cup day will tell the results
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Nothing wrong with the creative or media. I don’t get the negative comments about the creative.
You know what the text says, the imagery reflects what the brand is about, the media placement is great (although i don’t think the yellowglen customer would care about mediacom’s deal with the outdoor suppliers)
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I think it looks brilliant! And get why it’s a media first but I don’t understand why this would have been difficult. Don’t you just need a big budget?
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@rascal
I very much doubt this would have 4 times the effect. Media effects have a diminishing effect after one exposure.
Having the same colours and design over multiple buildings definitely has a very distinctive and eye catching look though, which would probably increase the reach – outdoor is very hard to measure in terms of actual exposure because you never really know what percentage of those with an OTS actually look at it.
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Melboring, is that where they play ping pong footie?
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Wow looks HOTTTT!!!
Shame the photo couldn’t include the tram stop ads surrounding the station, and all the wall coverings/banners/signage on and around Flinders Street Station as well.
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Great execution Mediacom, hats off. Pity the creative wasn’t tailor made to the buy that said Yellow Glen owns Melbourne at the moment and that I imagine makes a happy client.
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Hey Sydney – on 14th Oct at 12.46am.
Were you up late trying to find a decent game of NRL with more than 3,000 people in the crowd?
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Nice media buy, pity about the creative =( have you seen the Anzac Bridge execution? shocking – same ad repeated 5 times across the length of the poster.
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Premiership buying Mediacom, like your work.
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