The Christian O’Connell Show’s “Win a Billboard” campaign for ARN has won the “Best Use of Multi-Format” award at the Quarter One Creative Collection competition for 2023, presented by The Outdoor Media Association (OMA).
GOLD104.3’s The Christian O’Connell Show and out-of-home media company JCDecaux Australia joined forces to create “Win A Billboard,” a digital campaign that celebrated the listeners and conversations of Melburnians. Over two weeks, listeners were given the opportunity to share heartfelt sentiments on prime JCDecaux digital assets throughout Melbourne, leading to moments that ranged from proposals to baby announcements and even a father’s efforts to find a rare car for his daughter’s wedding.
“Win A Billboard” demonstrated the power of human connection and the strength of integrating radio with digital out-of-home advertising.
At the time the campaign launched, Christian O’Connell said, “It’s an idea I’ve wanted to do for a few years, and every show right now is like Christmas Day when I was 10 years old, and I’ve got a new shiny toy that Melbourne gets to play with. I can’t wait to find out what message someone wants and how we can help them. I love trying to break new ground and surprise our audience in the morning, and sticking to safe and predictable radio is for other shows who want to do the secret sound.”
Tony Haines, general manager EiMedia and one of the judges for the awards, said: “The scale and response of ARN’s The Christian O’Connell Show – GOLD104.3 (Melbourne) campaign stood out to me. They created a multi-format, digital OOH campaign, that connected directly with audiences. Outdoor advertising works brilliantly with other formats, and ARN has done this in a very clever and engaging way.”
The Creative Collection, established in 2013 and run by the out-of-home (OOH) industry body the Outdoor Media Association, celebrates OOH campaigns that leave a lasting impact. Each quarter, the competition recognizes exceptional campaigns that demonstrate the bold and audacious nature of the OOH medium.
Best Use of Multi-Format Winner
Campaign: The Christian O’Connell Show – GOLD104.3 (Melbourne)
Advertiser: ARN
Creative Agency: ARN Marketing & Playful Agency
Media Agency: Initiative Melbourne