Lego campaign turns heads with APN Outdoor’s digital proximity


SYDNEY: Leading Outdoor media provider, APN Outdoor, today announces that OMD and Village Roadshow have developed a strategic large format Digital Billboard component to complement their existing campaign promoting the launch of The Lego Movie, opening in cinemas today.

The Lego Movie campaign has run across two of APN Outdoor’s large format digital sites in Melbourne’s CBD, in the prominent areas of Chapel and La Trobe streets, and will also run across Sydney and Brisbane large format Digital Billboards throughout the promotion period. Each creative variation engages proximity messaging, day-part technology and features a Lego character with specific copy to that precinct, and will be broadcast across the specific sites accordingly.

Rob Ishag, Trading Manager, OMD commented on the campaign, “Village Roadshow has always been a great supporter of innovation and creativity. APN Outdoor’s Digital Billboards ticked many of The Lego Movie’s campaign objectives including impact, engagement and targeted messaging and we were excited to utilise these assets to promote this movie.”

APN Outdoor’s large format Digital Billboards have a proven record of delivering for their clients. A recent study by the company found that Digital Billboards have four times more engagement than street furniture*.

Mark Fairhurst, General Manager – Sales, APN Outdoor also commented, “Village Roadshow’s The Lego Movie execution is a perfect example of embracing the strengths of large format digital. Utilising the creative flexibility that it provides to alternate messages relevant to a specific location is a great way for advertisers to not only maximise a campaign’s impact, but to also gain deeper audience engagement.

“We are already market leaders in large format Digital and by the end of the year our scale will be enormous. With compelling figures already identified to back up the quality of our offering, we will be conducting further studies to support this research in coming months.”

APN Outdoor is the only Outdoor media company in Australia to offer advertisers the option of a national roadside, large format, high definition LED, Digital Billboard buy.


*Source: Digital Billboard Effectiveness Study, Access Testing, 2013

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