To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations.
Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its partnership with Greening Australia at Outfront last year as part of its ongoing commitment to ESG initiatives across Out of Home and support for community organisations.
The initial phase of the ‘For regenerations to come’ pro bono campaign focuses on restoration, saving species and planting trees, to build awareness of Greening Australia’s mission and work.
In the run up to the end of the financial year, the second phase of the campaign will include a dynamic EOFY countdown timer, to create urgency and encourage people to donate and support Greening Australia’s important work.
The campaigns will run across oOh!’s billboards, street furniture and full motion digital screens on oOh!’s national Office, Rail, Retail, and Airport network, including its Melbourne Airport screens which are now powered by renewable electricity sourcing GreenPower™.
Both campaigns will be linked to oOh! Outcomes – providing detailed insights on campaign performance using data from oOh!’s partnership with Westpac DataX, which taps into consumer behaviour across more than 12 million customers.
Kate Smith, Executive Director of Engagement at Greening Australia said: “For more than 40 years Greening Australia has been restoring our diverse landscapes and protecting biodiversity. Our work is more urgent today than ever and we welcome the opportunity, through our partnership with oOh! and the creative campaign from POLY, to highlight our cause across its national Out of Home network.”
Head of POLY, Josh Gurgiel, added: “We’re delighted to be working with Greening Australia to showcase their mission and encourage people to donate so that they may continue their vital work for many years to come. This campaign has been designed to grow awareness of the role Greening Australia plays in sustaining Australia’s natural ecosystem utilising innovative Out of Home tech and scalable networks that help make their brand unmissable.”
