Working hand in hand with our content arm Junkee Media, oOh! and the Junkee team collaborated on a brand campaign for Junkee that would amplify its brand presence and awareness through big impact, create intrigue and conversations around the brand and position Junkee as a fun, playful and intelligent brand to people aged 16 to 39.
Capitalising on the oOh!’s extensive digital network and full suite of out of home channels to maximise reach and amplify awareness, the campaign leveraged dynamic creative with contextually relevant, realtime word-play on trending news stories to build intrigue and anticipation from September 2018 to February 2019.
By engaging oOh!’s extensive digital network and full suite of channels the Junkee campaign was effective in building high reach – reaching 83% of metro Australians aged 16-39*
The campaign which leveraged oOh!’s digital dynamic and contextual tools was perceived as fun and humourous with 3 in 4 agreeing the Junkee campaign was fun and playful and 3 in 5 saying it made them smile
Using realtime word-play on trending news stories the campaign was successful in building intrigue and starting conversations with 7 in 10 saying it was interesting or intriguing, 3 in 5 agreeing that they ads encouraged them to find out more about junkee.com and 56% post the campaign saying that they would recommend Junkee.com to family and friends
Contextually relevant copy resulted in to 3 in 5 agreeing the campaign suited the time and place they saw it
Overall, there was 60% uplift in awareness of Junkee website amongst those who recalled the Junkee campaign and increased recognition that Junkee’s content is intelligent (+42%) pre to post.
Source: oOh! Research, Timing: September 2018 – February 2019, Research Agency: Dynata, Methodology: Online, n= 548 *MOVE AMS 2019