By leveraging the power of digital immediacy in Out of Home and tapping into the cultural zeitgeist surrounding Taylor Swift’s 2024 tour, Dulux created a “fame moment” for the brand, enhancing relevance and resonating deeply with audiences.
We knew All Too Well how Aussies are Enchanted by the one & only Mastermind that is Taylor Swift. Our Love Story with her culminated in an unmissable omnichannel experience from DDB Group, Nova, OMD Australia and Dulux, powered by a dynamic creative technology solution from POLY and oOh!
During the campaign period, whenever a Taylor Swift song aired on Nova (radio), it seamlessly activated a Dulux creative paint colour swatch creative with the song’s lyrics onto oOh!’s Billboards, Rail and Street assets.
For example, when a song like “Enchanted” aired on Nova, the lyrics would display on Dulux’s paint swatches on oOh!’s Out of Home assets in real-time, creating an immersive experience that celebrated both music and visual art creativity.
To bring this feat to life, a sophisticated synchronisation was at play between Nova’s Radio programming schedule and oOh!’s creative technology team. Leveraging Nova’s ‘Tay Play’ schedule, each lyric-infused paint swatch was strategically paired with an iconic Swift song, ensuring maximum impact and relevance.
When brands combine multiple media platforms, it has the power to generate greater ROI.
- Utilising Radio and Out of Home (OOH) together is 119% more effective than just a single channel1
- The combination of the two has been proven to lead to a 25% uplift in intrigue and a 27% increase in advocacy2
- An average +32 increase in brain response when displaying most relevant content at the most relevant moment3
Sources
- The Street Furniture Effect, Adshel (2018)
- Analytic Partners (2019) ROI Genome Marketing Intelligence Report 2016 Analysis Based On Over 3,200 Campaigns from 2010-2015: Platforms include TV, Print, Radio, Display, Paid Search, Online Video, PR, Outof Home and Cinema 3.0
- Adland (2021)
