From epic mixed reality to a national multi-format 3D campaign, Alex Rog, Strategy Director, takes a look back at POLY‘s boldest, most brilliant, and uniquely Out of Home creative ideas that turned heads and built brand fame this year.
5. Dulux – Taylor Swift x Nova Dynamic Triggers
Coinciding with her 2024 Era’s tour, OMD Australia partnered with NOVA Entertainment, POLY and oOh! to ignite excitement among Australian Taylor Swift fans through an innovative campaign for client DuluxGroup.
Taking advantage of Taylor’s Australian leg of The Era’s Tour, the campaign featured out-of-home creatives where iconic Taylor Swift lyrics, such as “KARMA is my Boyfriend,” were paired with names of Dulux paint color swatches.
Powered by a dynamic creative technology solution from oOh!, the song lyrics displayed across OOH synced with Nova Radio’s programming – filling in the Blank Space with Style. Long Story Short, this hyper-contextual and hyper-relevant campaign is Gorgeous.
4. Audible – Parliament Station Domination
In 2024, POLY, oOh! and Audible launched our new and latest immersive tunnel opportunity.
Featuring the tagline ‘there’s more to imagine when you listen to Audible’, we gave audiences more to imagine creatively at Melbourne’s Parliament Station.
Transporting audiences in another realm, Audible were our first-to-market full tunnel fit-out at Parliament station. Featuring almost 25m of surrounding decals, this execution showcased the power of immersing audiences in branded experiences; a perfect way to bring their ‘imagination’ theme to life.
3. Pepsi – Live Stream
Pepsi marked its bold new era in 2024 with a partnership with emerging designer Jackson Cowden, celebrating not only Pepsi’s new identity, but the reinvention of classic fashion items and conventions, brought to life via a runway show in Sydney.
In a first for our innovation and creative hub POLY, this event was livestreamed on our iconic site The Bourke in Melbourne, demonstrating the team’s expertise in production, technology, and art direction.
The Pepsi Pulse Runway Collection launch was a perfect example of blending experiential, earned, social and OOH to maximise impact.
2. ANZ Falcon – Scalable 3D
Australia’s largest ever 3D Out of Home campaign took flight in 2024 with ANZ Falcon®!
Following an activation on The Bourke in Melbourne earlier in the year, the scalable campaign was amplified to over 2000 full motion digital screens across oOh!’s Retail, Rail, Fly, Office, and Study networks.
Sian Chadwick, General Manager of Marketing at ANZ said: “Partnering with oOh!media with this innovative 3D Out of Home execution demonstrates how we provide 24/7 protection from fraud with ANZ Falcon® technology, in a contextually relevant way.”
1. Binge House of the Dragon – Mixed Reality
In 2024 we welcomed episodic, mixed-reality Out of Home.
Leveraging the online attention potential of fake Out of Home (FOOH), this approach combined traditional formats with both CGI and physical special builds, pushing the creative boundaries of OOH to build brand fame.
The cumulative effect of this ‘episodic’ approach entertained both online and offline audiences for a more sustained period across a campaign, with the CGI ‘event’ influencing the physical billboard appearance in the real world.
The first campaign of its kind, this was in creative collaboration with BINGE and Mindshare Australia & New Zealand to launch House of the Dragons S2.
