OMA launches Instagram competition to support Look Up campaign

The Outdoor Media Association (OMA) has launched a campaign which offers a $5,000 prize to support the Look Up campaign.

The announcement:

In support of the second round of the Out of Home (OOH) industry’s ‘Look Up’ campaign the OMA has launched an Instagram competition offering a cash prize of $5,000 and two runners-up prizes of $1,000.

The competition is open until 1 September via Instagram posts tagging @oma_australia and including #lookup.

The Look Up OOH campaign first appeared in January 2019, and is based on findings from world-renowned neural and systems complexity specialist Dr Fiona Kerr, which reveal that by looking up and out we can experience life-changing benefits of connecting with the world around us and each other.

Charmaine Moldrich, CEO, OMA says “It may seem counter-intuitive to run an online competition, but we were inspired when we saw how many people organically and unprompted claimed #lookup and posted photos around the January campaign. In fact, we tracked a rise in engagement on Instagram with #lookup by 250% and paid search for the key words “look up” increased ten times during the campaign. Since the OOH campaign drove people to engage online, we thought, why not build on that momentum?”

As well as a cash prize, the winner will see their image as part of the third round of the OOH campaign in January 2020.

“The Instagram competition is our first step to engage media and creative agencies with the campaign, and in September we’ll share the neuroscience research and how it applies to Outdoor advertising at breakfast events with  Dr Fiona Kerr,” concluded Moldrich.

Source: OMA media release


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