Late October sees Ladbrokes strike out to catch the attention of Australian punters with an immersive out-of-home campaign that aims to drive business around its title sponsorship of the ‘Ladbrokes’ Spring Carnival’.
Working in harness with OOH provider Goa (Australia’s largest billboard and ad signage company), the bookie brand is backing its own sponsorship of the race meeting by bringing the horse racing from the track to the streets of Brisbane.
This large scale outdoor digital/physical initiative revolves around life-sized mechanical horses ‘galloping’ to the finish line in parallel to (and alongside) one of Brisbane’s busiest streets.
The idea is to bring to life the spirit of the spring carnival ahead of the meet’s flagship races The Cox Plate and Melbourne Cup (Australia biggest horse race and arguably its biggest annual sports event).
This outdoor initiative will run from 23 October to 8 November.
Ladbrokes Australia CMO Jason Kibsgaard explains that The Melbourne Spring Carnival is the most important time of the year when it comes to racing and the outdoor work aims to bring this to life for race fans in the city.
“This year is the inaugural running of The Ladbrokes Cox Plate and the 97th running of this pinnacle Spring Carnival race,” says Kibsgaard.
“As part of our partnership with Moonee Valley Racing Club, we wanted to bring the excitement of The Melbourne Spring Carnival and The Cox Plate to the heart of Brisbane – with the name Winx hot on everyone’s lips, there is no better time to reach our audience.”
According to Kibsgaard, OOH plays a vital part during spring in terms of delivering ‘impact’ and ‘reach’ at a time of year where competition is heavy and ‘an uncluttered environment is key’.
“While retail messaging is an important part of our overall strategy and the ability to accurately time our messaging and run multiple creatives is integral, outdoor truly allows us to geographically target our customers in contextually relevant spaces,” outlines Kibsgaard.
Says Angela Boon, business development and agency account manager at Goa: “Ladbrokes is a fantastic client to work with. They are so open to being brave in the outdoor space and they look for ideas and innovations that have never been done before. With the incredible landscaping completed at the Bowen Hills Iconic I knew I had a brilliant space to play with, I just had to find the idea to go with it… this activation was designed to grab attention and be remembered.”
Comment:
This large scale gambling brand scale initiative also coincides with Goa unveiling of its completed Bowen Hills Iconic site – which is now the flagship of its Iconic Series.
This is a premium location that has recently completed a major makeover and features a ‘one of a kind activation space with huge potential for brands to think creatively about how they can immerse audiences with out-of-home’.
Links:
Ladbrokes
https://twitter.com/ladbrokescomau
https://www.facebook.com/ladbrokescomau?fref=ts
https://www.youtube.com/user/ladbrokesaus
Goa
