John West uses North Bondi Surf Club site for large out of home ad
FMCG giant Simplot has used the construction site of the North Bondi Surf Lifesaving Club as a billboard for brand John West. Executed by out of home company Posterscope, media agency MPG with creative from BWM, the ad calls on passers-by to photograph themselves in a ‘face off’ with a grizzly bear and upload it to Instagram with the hashtag #beyourbest2013 to win prizes.
The announcement:
Posterscope and MPG have unveiled one of Australia’s largest ever Out-of-Home executions on the world’s most iconic beach.
The landmark billboard at Bondi Beach has been created by the re-development of the North Bondi Surf Lifesaving Club, providing a canvas measuring more than 600 square metres to bring to life client John West’s “Be Your Best” message.The site launched to capitalise on the large Bondi Beach crowds over the summer holiday period and will be in place until 27th January. It features an interactive element to entice engagement, with beach goers encouraged to upload a photo of themselves in front of the billboard to Instagram tagged with #beyourbest2013 for the chance to win prizes. The creative was developed by BWM.
Posterscope Managing Director Joe Copley said, “The site is an unprecedented opportunity for brands to be part of one of Australia’s most iconic locations, as well as tapping into the ‘beach’ lifestyle and sentiment over the summer months.”
“This first execution provides a way for John West to reach not just the hundreds of thousands of people who will visit Bondi Beach over summer, but also many more, thanks to the interactive idea, creating a reason to snap and share the ‘Face Off’ with the bear experience instantly with mates and family around the world.”
MPG Managing Director Melissa Roberts said, “It’s been a pleasure to work with Posterscope in developing this media-first opportunity. It’s also great to have a client as dynamic as John West who can understand how impactful the OOH channel can be and appreciate the innovativeness of the Bondi site.”
Simplot’s General Manager Marketing, Tara Lordsmith, said of the campaign, “It’s very exciting for us to head into 2013 with such an innovative and stand-out piece of activity for the John West brand. Adapting our successful creative campaign for this site allows us to really make an impact on the beach crowd. Given Bondi can attract more than 40,000 visitors in a single weekend in summer, that’s a huge reach for us.”
BWM Creative Director Ant Shannon said, “With so many interesting sites to see in Bondi, this OOH execution is a great way for the John West bear to add to the fun this summer. Take a shot and #beyourbest2013.”
Source: Aegis Media press release
That’s kinda interesting. But the hash tag seems to already be used.
It also accentuates the missed opportunity, when given local budget, to use a shark instead of a bear to create a more “pointed” execution for the surreal wrestle for fish.
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I personally wouldn’t like a massive image of a shark towering over me at Bondi.. scary enough. Perhaps that’s why a bear was used (allowed).
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Wow in 6 days just one person has done this (look up the hash tag)
However it shouldn’t be surprising, ask yourself – would u do this???
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Hi Hmmm,
A handful more (not many) have done it on Instagram.
Cheers,
Tim – Mumbrella
Do we know the vendor/media owner of this particular site?
Thank you
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