Tell New Zealand about your car

Out of Home Format/s
Digital Billboards

Campaign Details:
This groundbreaking and ongoing Out of Home campaign fuses TV, kiwi creativity, technology, media, and user-generated content. At its core, the campaign magically turns live car listings into entertaining digital billboard advertising. To spark engagement, a brand TVC and brand billboards cleverly drives entries for this unique user-generated billboard campaign. Every fortnight, winners are selected and then ingested into a customised automation platform to create over 100 different billboard designs optimised for all billboard sizes across New Zealand. Programmatically distributed, these live listings tap into people’s desire for 15 minutes of fame, with a media spend often exceeding the value of the car.

Judges’ Comments:
A Seamlessly integrated campaign that cleverly used the value and visibility of Out of Home as the prize to drive audience participation. The modern and consistent visual simplicity coupled with the humorous copy made for an engaging and authentic ‘Kiwi’ brand experience across its various stages.

Category:
Best use of Channel / Best of the Best
Advertiser:
Auto Trader
Campaign Title:
Tell New Zealand about your car
Creative Agency:
4AM
Media Agency:
Lassoo Media & PR