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 andthen 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:
I loved the seriousness of this campaign. It’s fun, sure, but they weren’t mucking around; they wanted to be seen, and they were. But it wasn’t just big. It was beautifully crafted - for me, it was head and shoulders above everything else because of this.

Somehow, the design was loud and bold, but not in a way that was ‘shouty’, too in-your-face and naff. Just that subtle angle on the type and the frames of the pictures, the use of a consistent colour to link the campaign to the user generated executions - which could have been a disaster - all came together to work really well. The language was economical - there wasn’t a word there that didn’t need to be and of course, being the hero of the campaign, the outdoor linked beautifully with the television which was a class act in itself.

I think we all wish there were more big ‘proper’ campaigns like this.

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