Following on from the success of their work on the 2022 Toyota AFL Finals Series, POLY collaborated with the AFL again to mark the start of the 2023 season with the innovative campaign, ‘Team Colour Takeover’.
The Australian-first interactive experience on oOh!’s Out of Home screens began with a standard AFL creative and a unique QR code across screens in rail stations. Once scanned, the code communicated to panels through an API endpoint, giving fans the power to switch panels to their favourite team colours.
POLY’s expert team developed the dynamic and interactive campaign with the objective of connecting fans with their favourite team. The ‘Team Colour Takeover’ campaign not only achieved this goal but also set a new benchmark for innovative and interactive marketing campaigns in Australia.
“We’ve combined the concepts used to deliver real-time live game scores from the AFL finals and the Australian Open, but the key evolution here is that AFL fans can influence what happens on our screens in real-time. We are delivering this fun, competitive experience at scale and speed, whilst still maintaining oOh’s high level of brand safety.”
Ian Grant, Head of Audience, Marketing & Content Technology, oOh!
Pushing the creative boundaries in Out of Home, this campaign won the Outdoor Media Association Creative Collection Awards Q1 for ‘Best Use of Digital’.
