ARN and Adshel collaborate to save cyclists lives
ARN and Adshel have collaborated with the Road Safety Commission on delivery of 303 MullenLowe's 'Could Be A Mate' campaign that the media partners say will not only save lives, it will revolutionise the way consumers receive advertising messages.
Officially launched on March 13, the innovative campaign utilises cross-platform synching across outdoor and radio advertising, used for the first time in Australia.The campaign targets motorists throughout Perth who will receive a synchronised message via both their radio and outdoor advertising digital panels during their commute.
The campaign promotes mutual respect between cyclists and motorists on behalf of the Road Safety Commission and features 96FM Breakfast host Carmen Braidwood and will also feature legendary sports commentator Dennis Cometti.
The campaign is running across the Adshel Live digital network for three weeks in total, spread out across March and April, with seven creative executions on rotation in 14 campaign locations across Perth's CBD. These messages will be synched four times throughout the day with 96FM so that when the campaign's 30-second ads are on-air, the creative will appear on Adshel's digital network for 20 seconds simultaneously.
The campaign included a special activation taking place along Perth's St. George's Terrace from 7am on Wednesday, April 12, designed to further raise awareness with cyclists and motorists, as well as showcase the Australia-first technology in action, as Cometti's familiar face greeted motorists in the Adshel digital panels, while he broadcast his message through their speakers via 96FM radio station at the exact same time.
Of the campaign, Alisia Mumby, Campaign Project Officer for Road Safety Commission of Western Australia says, "The 'Might Be a Mate' campaign aims to build empathy between motorists and cyclists, giving practical advice on what safe road usage means. The Road Safety Commission believes that new media collaborations like this creates an innovative opportunity to interact with audiences in a way that makes a real impact."
96FM's Commercial Director Rick Dalton, agreed, adding: "Activating this media first in WA for such an important issue is hugely exciting. And at a commercial level, it demonstrates our ability to deliver our clients high impact, interactive media campaigns that deliver outstanding results."
Adshel Sales and Marketing Director, David Roddick, said: "With huge changes in consumer technology and media convergence, this is a great example of the compelling opportunities we can offer to clients, not only across Adshel's extensive network, but by collaborating and leveraging the media assets across the APN Group with ease. The result is a relevant, high-impact campaign for RSC. With simple but powerful creative - 'Might be your mate', 'Might be your boss', 'Might be a Super Mum' - it uses empathy to drive home an important safety message. Amplified by ARN's on-air messages, together we are reaching audiences where it matters most - on the road. We're thrilled with the joint execution."
The collaboration was brought together by media agency Carat.
Managing Director of Carat Perth, Adam Marshall, said: "This new initiative facilitates a perfect marriage of media and messaging. It is fantastic to demonstrate media innovation of this kind in WA. We are excited that the Road Safety Commission will be the first client in Australia to showcase this new technology in support of the new cycling campaign. Thanks to Adshel and ARN for their enormous efforts in making this happen. The integration of these media assets is a game changer for how we think about and execute out-of-home advertising."
The 'Might be a Mate' campaign is running in Perth in the weeks commencing March 13, March 27 and April 10.
Media Agency: Carat
Senior Business Director: Jodie Traynor
Head of Carat Connect: Paul Clout
Creative agency: 303MullenLowe
Business Director/ Team Leader: Todd Baker