AFFINITY has launched a hyper-targeted digital out-of-home (DOOH) campaign for Australian start-up Posca Hydrate, in partnership with data-driven media pioneer, Adonix Car-Tops.
The agency is using Adonix’s technology to station contextually relevant ads that respond to consumer needs across key drinking occasions throughout the day.
The campaign is uses Adonix-powered taxis to navigate metropolitan hotspots, each digital rooftop ad directs viewers to the nearest Posca Hydrate retailer, displaying the location in real-time along with exact distances.
The immediate call-to-action drives consumer engagement straight to purchase – critical in the tightly contested FMCG category of hydration.
Ed Stening, Posca Hydrate’s Co-founder & CEO, said: “AFFINITY continually proves they’re far more than a typical strategic and media partner. This Adonix-powered campaign is another example of their knack for innovation and stretching our budget beyond expectations.
“The ability to leverage such precise, real-time data to boost both visibility and sales is exactly what an ambitious brand like ours needs to fuel growth.”
Angela Smith: ‘Adonix have been amazing as media partners – both collaborative and creative in the best of ways. The result is powerful brand relevance exactly when and where it matters most.’
Angela Smith, CEO at AFFINITY, added: “We love working with smart, ambitious teams like Posca Hydrate. This campaign perfectly embodies our focus on growth – combining strategic creativity with cutting-edge data application.
“Adonix have been amazing as media partners – both collaborative and creative in the best of ways. The result is powerful brand relevance exactly when and where it matters most.”
Ishan Cross, Adonix’s Head of Partnerships, added: “Teaming up with AFFINITY and Posca Hydrate truly maximises the potential of our technology. It’s inspiring to see how precision data and inventive execution come together to deliver measurable business outcomes for brands.”
This latest campaign builds on AFFINITY’s successful initial engagement with Posca Hydrate in late 2024, where AFFINITY was appointed to drive strategic media planning and advisory support, following a fiercely competitive pitch in which they were described as being in “a league of their own.”
Top image: Merrick Watts and Ed Stening