Officeworks taps Ooh Media and ATN for Christmas commuter campaign

Officeworks has launched its Christmas campaign aimed at commuters, which uses the Ooh Media digital billboard network and live traffic reads via the Australian Traffic Network (ATN).

The contextual commuter campaign takes advantage of Ooh’s existing partnership with ATN to ‘block out’ three minutes either side of the hour during peak traffic times across selected screens, during which time commuters will hear live reads on the radio via ATN.

Officeworks Christmas campaign on an Ooh Media billboard

The campaign only runs during peak hour times, with the ATN read designed to create a connection with the billboard messaging.

Chief sales officer Tim Murphy said Ooh Media’s partnership with ATN was highly attractive to brands for engaging target audiences while on the move.

“Officeworks is benefitting from a cross-media strategy that strengthens its messaging by delivering it in a contextual environment, significantly helping brand recall,” he said.

“As the largest supplier of outdoor media in the country alongside the leading provider of custom traffic reports to radio, our combined businesses give advertisers unparalleled reach and scale to make their brands unmissable.”

The campaign is running every morning for a week from December 14, and was developed in collaboration with media agency Initiative.

It is also backed by Ooh’s DataScience capabilities and Smart Reach tool, which helped identify crucial buyergraphic segments.

Meanwhile, asset selection was also weighted to billboards near Officeworks stores.

ATN founder and CEO Bill Yde said this type of campaign creates brand engagement in ways never before possible.

“By integrating attention-grabbing live read advertising on a network of major metro commercial radio stations with Ooh’s large format digital billboards, we’re helping brands engage with their audiences like never before.

“This partnership is taking the natural integration of Out of Home and audio further in a highly engaged audience environment, providing a visual and audio synergy like no other.”

Officeworks has also been running an augmented reality Santa campaign in the lead up to Christmas, in partnership with Verizon Media’s branded content division RYOT Studio.


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