OPEN 2
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
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TELL ME A STORY | CONTINUED<br />
...<br />
ADVERTISER<br />
Taubmans Endure<br />
PRODUCT<br />
House & Garden<br />
MEDIA<br />
Digital<br />
AGENCY<br />
Jam&Co Design<br />
COUNTRY<br />
Australia<br />
YEAR<br />
2013<br />
At Adshel, we are no strangers to highprofile,<br />
interactive and story-led campaigns;<br />
in fact, we have been at it for some time.<br />
Take Taubmans who came to us looking for<br />
help to inject some inspiration into home<br />
decoration projects.<br />
We determined that inspiration can<br />
strike literally anywhere and so we set about<br />
creating interactive touch-painting panels for<br />
Taubmans’ Endure range. The unique digital<br />
panels allowed the public to embrace their<br />
inner muse, playing with colour schemes<br />
and techniques in real time, and on the go.<br />
More than just a digital paintbox, panels<br />
were positioned close to Bunnings Warehouse<br />
hardware stores leading to a high rate of<br />
conversion to purchase. And once our budding<br />
decorators had settled on a colour scheme,<br />
there was a QR code ready to send the final<br />
palettes directly to their smartphones.<br />
And the campaign worked, attracting<br />
some 1,500 unique users, across six digital<br />
screens in Melbourne and Sydney.<br />
So, despite the excitement undoubtedly<br />
generated by the method of delivery, the core<br />
proposition remained simple: we allowed<br />
potential customers to become part of the<br />
Taubmans’ brand story, rather than simply<br />
remaining interested observers.<br />
This success story points the way to<br />
connecting with a commuter base who are<br />
more than ready to engage with advertising<br />
that allows personality and individuality to<br />
shine through strong and focussed storytelling.<br />
Street level is a powerful place to be,<br />
and the future is bright. All it takes is a little<br />
creativity and left-field thinking to dominate<br />
the advertising world in ways that other media<br />
could only dream about.<br />
We hold the keys to bringing the stories<br />
to the street, using new and incredibly exciting<br />
technology to connect the public with our<br />
dreams and creations.<br />
The modern world is fast paced and time<br />
is tight, but we know one thing for certain: if we<br />
harness the talent we have to create exciting<br />
and immersive experiences, consumers will<br />
join us on the journey.<br />
So let’s be bold and continue to seize the<br />
advantage we have created.<br />
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