oOh!media collaborates in new innovative multi-format Mazda campaign

Potential buyers in the highly competitive ute market are being targeted via an innovative new multi-format campaign from oOh!media, ARN and media agency OMD. Supporting the launch of Mazda’s brand new BT-50, the campaign uses a mix of geographic, movement and behavioural data to effectively target both tradies and leisure enthusiasts, along with time-of-day, day-of-week and weather-dependent creative.

The campaign is running across oOh!’s digital billboard network, focusing on locations which over-index for BT-50 buyers and driving contextual relevance through personalised messaging. Transactional data was used to map and select campaign sites which intercept audiences throughout their daily commutes, with dynamic triggers used to tailor the creative towards the most relevant audience.

In tandem with this approach, Mazda is the first automotive brand to utilise ARN’s innovative dynamic ad insertion technology, which delivers audience-specific messaging across broadcast and digital radio. Based on a range of variables including location, time of day, and weather conditions, the audio creative tailors to the audience, providing contextual relevance and greater cut through across the ARN Network.

Tim Murphy, oOh!’s Chief Sales Officer, said the powerful combination of dynamic audio and Out of Home enabled a two-pronged strategy for tailored targeting, as people in cars were exposed to both channels.  

“In a way, it’s like two campaigns in one. The BT-50 appeals to different audiences, and with our data offering we were able to create an effective, integrated campaign that reaches both those audiences on a national scale.

“Our DataScience capabilities were used to understand where Mazda’s key audience lived and the highest indexing sites for each audience, prioritising those which hit both, and then creating specific dynamic creative. Sometimes the two sets of buyers are targeted on the same asset, but at different times of the day – and all in combination with a similarly nuanced radio campaign.”

“All of this was underpinned by premium site quality, including our biggest and best billboards from our Signature Series. Put all that together in a multi-format campaign and you’ve got something very compelling as a marketer.”

Pete Whitehead, ARN’s Chief Commercial Officer, said: “With every auto brand looking for ways to make every spend work harder than ever to deliver results, Dynamic Audio provides targeted and personalised messaging which gives Mazda and the BT-50 more certainty that their brand is getting cut though in a cluttered category.”

“Using the Dynamic Audio tech, our creative team had two scripts but were able to create thousands of customised commercials providing Mazda the ability to deliver dynamically targeted advertising across both broadcast and digital channels.”

Nick Peters, Mazda Australia’s Senior Manager Communications and Sponsorships, said the BT-50’s launch was one of the most critical in years for the company.

“The BT-50 is perfect for the Australian lifestyle, both as a tradie workhorse and as a professional’s weekend escape. But as the modern ute buyer has evolved, so has our approach to targeting them,” he said.

“We wanted to ensure the campaign highlighted the vehicle’s strengths to both audiences, so talking to them in a personalised and highly targeted way across Out of Home and radio was vital to the successful delivery of this campaign.”