Mediaweek’s Ad Placement of the Month examines submissions of creative and clever placements over the past few weeks.
As judge of the monthly series, Darren Woolley, global CEO of TrinityP3 and Mediaweek’s marketing/agency editor-at-large, is looking to see how media ideas enhance creative.
This month the finalists of Mediaweek Ad Placement of the Month all had one standout attribute – taking the media into an extra dimension. Be it audience engagement in a toilet, or counting down to a call of duty, or expanding the dimensions of retail media.
After consideration and deliberation of all entries, this month’s Mediaweek Ad Placement of the Month winner is:
Initiative for Drink Driving for Road Safety Commission WA
What better time to remind drinkers of one of the consequences of drink driving than in the toilet at their pub or club. Even more engaging with the inclusion of a reflective surface to put the audience in the picture to make it more relevant and engaging. Terrific use of a medium that is often relegated to an after thought on a media plan. And to think, the more the audience drinks, the greater the ad frequency.
Counting down the days to the return to duty for one of the biggest game franchises requires a big statement. While not a new strategy, the use of GIPPS outdoor’s double digital large format billboards makes a statement that is impossible to miss. This is were digital OOH comes into its own, with the opportunity to host creative content messaging that is engaging and impactful.
Another big statement that dominates the shopping mall using the largest shopping centre display in Sydney (3.5w x 5.7h). It commands attention and ensures visibility, allowing shoppers to view the display on each floor of the centre, while they are in shopping mode. Big impact at point of sale.