The Australian Grand Prix Corporation, the organisers of the first race in the new Formula One (F1) season, aimed to build anticipation and excitement ahead of the 2018 Rolex Australian Grand Prix through an integrated campaign led by a dynamic countdown out-of-home campaign.
Working with OOH specialist agency Posterscope, the race organisers ran a multi-site Liveposter promotional real-time strand that began with a dynamic clock counting down the hours and minutes to the start of the race and finished with the final results.
The posters were displayed via multiple out-of-home sites in host city Melbourne and across media owner environments and the objective was to grow the appeal of the event beyond traditional motorsport fans.
Arthur Gillion, division marketing manager at the Australian Grand Prix Corporation, said: “The Australian Grand Prix Corporation is continuously evolving the way we engage with our fans. This innovative real-time digital outdoor campaign reflects the dynamic, fast-paced and exciting nature of the Formula 1 2018 Rolex Australian Grand Prix. We can’t wait to see this one come to life.”
“We are excited to deliver another dynamic campaign with Liveposter; it’s great to see clients using the platform for the first time and making the most of the flexibility that digital out-of-home provides,” commented Posterscope business manager James Blay.
Comment:
Real-time activation is everywhere – even in the traditional world of poster promotion and billboard advertising.
As well as the live poster project, a few of the other pre race promotional strands created by the organisers to generate anticipation and excitement included the #AusGP App,
You're at the heart of the action with your ultimate #AusGP companion. Download the #F1 Grand Prix app now https://t.co/Aaowsq2qKD
— Australian Grand Prix #AusGP (@ausgrandprix) March 24, 2018
plus the official programme,
If you went to the Grand Prix and didn’t read the Official Program, did you really go to the Grand Prix? #AusGP pic.twitter.com/ySPUmjokgf
— Australian Grand Prix #AusGP (@ausgrandprix) March 24, 2018
a ‘Snap, Tag & Win’ funny photo social ticket competition,
a Grid Festival event experience,
and F1 street art exhibition,
a food focused Chef’s Collective initiative,
an official event ambassador,
the at-race Kennedy Lounge entertainment space,
#KennedyLounge18 offers uparalleled levels of entertainment, luxury & service. Saturday featured @jaysean & @MPeopleHeatherS #AusGP pic.twitter.com/g2VACVveYe
— Australian Grand Prix #AusGP (@ausgrandprix) March 24, 2018
the #AUSGP Crew team
Introducing the #AusGP crew. They had a sneak peak of the circuit today. Keep an eye out for them all weekend. pic.twitter.com/eSPJ9skGqM
— Australian Grand Prix #AusGP (@ausgrandprix) March 21, 2018
plus supporting races and an air display.
Links:
The Australian Grand Prix Corporation
https://twitter.com/ausgrandprix
https://www.instagram.com/ausgp/
https://www.facebook.com/ausgrandprix
Posterscope
