By: Rajiv Raghunath
Last updated : March 22, 2019 11:19 am
Luxury vehicle company Lexus received two awards
Luxury vehicle company Lexus received two awards at the 2019 oOh! Unmissable Awards last night for its innovative Out of Home campaign to promote its first year as naming rights sponsor of the Melbourne Cup.
This included the Lexus Melbourne Cup being streamed live to passengers on Wi-Fi enabled flights, in Qantas Clubs and Domestic Business Lounges, Collect and Connect screens at selected baggage carousels and on the country’s largest full motion digital billboard at Bourke Street Mall, Melbourne. Screens also carried a countdown to the race along with strategic advertising during the week.
The campaign and its use of contextually relevant creative was also awarded the Creative Award, which will see the campaigns’ creative lead receive two tickets to a leading innovative, media, film and music festival.
The two other brands to receive the National Campaign Integration Award including $500,000 worth of Out of Home media included Tourism Tasmania for its Go Behind the Scenery campaign and Energy Australia for its Anytime Saver Offer campaign.
Koala, Heineken, and Fiat Chrysler Automobiles (FCA) were awarded $175,000 worth of media, for their Holiday, Occasions and Jeep Cherokee campaigns respectively.
Chairman of Judges, Andrew Baxter, said while there were diverse opinions across all campaigns the Lexus campaign gained the highest vote for presenting a strong understanding of their target market, delivering its message effectively and employing classic and digital formats, integrated with native content.
“As one judge observed, if a brand is going to sponsor an event, it makes sense to tell as many people as possible and do it in interesting ways that support your brand. Lexus has used Out of Home environments to bring the Melbourne Cup to those who weren’t at the event. It used “live” in a smart way and a variety of formats,” Baxter said.
“The overall execution of the campaign was lifted by the innovative strategy and effective placement of content.”
oOh!’s Chief Customer Officer David Scribner said Lexus produced a remarkable campaign that deserved recognition and to receive an Unmissable Award.
“All six winning campaigns were truly outstanding and deserve recognition for embracing new capabilities that extend beyond the traditional billboard,” Scribner said.
“They showed how through contextually relevant creative and content, the use of executions tailored to the format, the effective use of technology and using data and insights to connect with their audiences, brands can achieve powerful results.”