Australia Post uses geo-targeted technology in out-of-home campaign with Posterscope
Australia Post has become one of the first Australian brands to launch a campaign using Posterscope Australia’s Liveposter technology which enables consumers to find their closest parcel locker and retrieve maps and directions.
The geo-targeted campaign, produced by GPY&R, has rolled out across 550 out-of-home locations across the country with Australia Post among the first to use Liveposter technology since it was acquired by Dentsu Aegis-owned Posterscope in May.
Posterscope Group agency director, Adrian Venditti, said: “We now have the ability to change message at scale in real time which was the perfect technology for us to take to Australia Post to make their message as relevant as possible for each location and literally drive people from screen to store.”
Dentsu Aegis Group client service director, Michelle O’Brien, said “proximity targeting” was key to the success of the campaign.
“We know the strength of digital out of home when it comes to creating visual impact as well as the effect on recall when combined with messaging relevancy,” she said. “Liveposter was the next logical step as it allowed us to build impact, relevancy and highlight the scale of the parcel locker network.”
topics
Adrian Venditti
Advertising
Australia Post
Dentsu Aegis
Dentsu Aegis Network
Liveposter
Marketing
out of home advertisiing
outdoor advertising
Posterscope
So they can charge us more and service us less… and pay for this crap
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Nothing new… geo-targeted campaigns have been running on place based media for years! Past HSBC, ANZ, Guzman y Gomez campaigns all ran with maps on creative for directional instructions to closest branch or store. Waiting to see new innovation.
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Wouldn’t it be great to work in a business where you can expend as much as you want to without having to account for the lack of return.
Spending millions to make hundreds.
Don’t want to drone on but it seems to be a common theme within the ranks of AP.
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