AFL fans can proudly show off the colours of their favourite teams by directly taking over oOh!’s digital Out of Home broadcast screens in real-time, as part of an Australia-first interactive experience developed in collaboration by the AFL and oOh!’s creative and innovation hub, POLY.
Following on from the success of their bespoke campaign for 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.
“AFL fans are some of the most passionate supporters in Australia, so we’re delighted to use our proprietary technology and enable them to share that love with Out of Home audiences by putting them in control of our screens and make their favourite teams unmissable.”
Neil Ackland, POLY CEO and Chief Content, Marketing and Creative Officer, oOh!
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’.
POLY’s latest AFL execution comes after its bespoke campaign in September to mark the 2022 Toyota AFL Final Series where flags of each of the eight finalists were attached to oOh!’s Punt Road spectacular site with the flags of the losing teams removed each week.
oOh! also amplified live scores, video, news and photos from the 2022 AFL Toyota Finals Series across its digital network around the country, reaching more than 80 percent of Australians, with content supported by in-vision brand sponsorships from leading advertisers.
