Ooh Media and ARN combine for Mazda ute campaign
A new multi-format campaign advertising Mazda’s new BT-50 ute is rolling out using the combined forces of Ooh Media, Australian Radio Network (ARN) and OMD agency.
The campaign is running across Ooh’s digital billboard network, as well as on broadcast and digital radio using ARN’s ad insertion technology.
oOh! and Mazda’s new BT-50 campaign
Using a mix of geographic, movement and behavioural data, the campaign targets both trade professionals and leisure enthusiasts.
Running across Ooh Media’s digital billboard network, it has a focus on locations which over-index for BT-50 buyers, using personalised messaging.
This was achieved using transactional data to map and select campaign sites that intercept audiences throughout their daily commutes, with dynamic triggers used to tailor the creative.
Mazda is the first automotive brand to use ARN’s dynamic ad insertion technology, which uses variables including location, time of day, and weather conditions, to tailor audio creative to the audience.
Ooh chief sales officer, Tim Murphy, said a combination of dynamic audio and out-of-home enabled a two-pronged strategy for tailored targeting, especially of people in cars.
“In a way, it’s like two campaigns in one. The BT-50 appeals to different audiences, and with our data offering we were able to create an effective, integrated campaign that reaches both those audiences on a national scale.
“Our data science capabilities were used to understand where Mazda’s key audience lived and the highest indexing sites for each audience, prioritising those which hit both, and then creating specific dynamic creative.
“Sometimes the two sets of buyers are targeted on the same asset, but at different times of the day – and all in combination with a similarly nuanced radio campaign.”
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ARN chief commercial officer Pete Whitehead said dynamic audio cuts through a cluttered category.
“Using the Dynamic Audio tech, our creative team had two scripts but were able to create thousands of customised commercials, providing Mazda the ability to deliver dynamically targeted advertising across both broadcast and digital channels,” he said.
Mazda Australia’s senior manager communications and sponsorships, Nick Peters, said the BT-50’s launch shows an evolution in how the company targets ute buyers.
“The BT-50 is perfect for the Australian lifestyle, both as a tradie workhorse and as a professional’s weekend escape. But as the modern ute buyer has evolved, so has our approach to targeting them,” he said.
ARN started running dynamic audio campaigns in August, with 3875 different versions of a Coles Express commercial run on broadcast radio.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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