Fifty different posters have started appearing
around Auckland's central city this week as part of a new campaign from
the city centre business association, Heart of the City, via Colenso
BBDO and OMD.
The posters are running across one hundred and
fifteen Adshel sites, sixty of which are digital and have been planned
to run dynamically. As a result, specific headlines have been written to
appear on specific days, and for specific relevant times of the day,
and even for specific locations around the city.
suggest particular businesses or time-based occasions like; City Works
Depot - Perfect for Not Working. Tried Breakfast at Amano? Now's Good.
To truly bring to life the diversity of the unique areas and
neighbourhoods that make up the heart of the city, more than 2,500
different iterations have been constructed across the five-weeks that
the digital Adshels will be in market.
Says Steve Cochrane, ECD, Colenso BBDO: "It all makes for a very big complicated spreadsheet of what ad, where and when."
new campaign also includes 15 new films which are running in Cinema, on
the Link Bus network and across digital media online. Ten of the films
showcase a particular area or neighbourhood of the city centre, from
Silo Park, to Vulcan Lane to the Aotea Arts Quarter. The other five
films are experience orientated covering the city's concentration of
things like sneakers, jewellery and lunchtime eats.
Cochran: "We needed a lot of content to create all the assets required
to do the job we've set out to do. Each film has upwards of twenty plus
shots, that's 300-ish in total! And why we spent more than 10 days
It's the latest evolution, and third year in
succession, for the successful creative platform developed by Colenso
BBDO and Heart of the City that continues to help promote city centre
businesses of Auckland.
There are a lot of moving parts and
businesses involved, so Colenso BBDO and OMD needed to work tightly with
Heart of the City to pull off the ambitious campaign.
Chrissy Payne at OMD: "It's one of the most complex dynamic outdoor
campaigns Adshel have run yet. And in combination with the use of film
online, this very much feels like the future of media in play."
Kate Cleaver, head of marketing, Heart of the City: "After two
successful years of the Lovebites campaign which showcased individual
businesses, this year's work builds out from there to help Aucklanders
identify and appreciate the different, unique precincts that make up the
heart of our city. A sum of the parts approach. Each area has a
distinct offering and personality and we wanted to tell the story of
those places, to give Aucklanders a small taste and encourage them to
Rick Goodwin, digital and technology sales
manager at Adshel NZ is complimentary of the smart use of Adshel Live's
inherent flexibility and dynamic capabilities: "This campaign is a
fantastic demonstration of how harnessing the power of digital
out-of-home coupled with Adshel Live's complete campaign flexibility,
can enable hyper-targeted, hyper-relevant, and dynamically served
messaging by time, day and location in a real world environment.
has also been a pleasure to have had the opportunity to work with both
Colenso BBDO and OMD to help execute this concept for Heart of the
The campaign also includes an integrated partnership with
NZME across their print and digital platforms. Elements of the
partnership include editorial content, user generated content as well as
a more traditional advertising layer. All these elements have been
extended into the online Chinese Herald, who will develop bespoke
content more relevant to their audience.