Fifty different posters have started appearing around Auckland’s central city this week. They’re all part of a new campaign Colenso BBDOP for the city centre business association, Heart of the City. It’s the third year in succession for the successful creative platform developed by Colenso and Heart of the City promoting the city centre businesses of Auckland.
The posters are running across one hundred and fifteen Adshel sites, sixty of which are digital and have been planned to run dynamically. Specific headlines have been written to appear on specific days, and for specific relevant times of the day, and even for specific locations around the city.
The posters suggest particular businesses or time-based occasions, for example: City Works Depot – Perfect for Not Working. and Tried Breakfast at Amano? Now’s Good. To truly bring to life the diversity of the unique areas and neighbourhoods that make up the heart of the city, more than 2,500 different posters have been constructed across five-week digital Adshel campaign.
“It all makes for a very big complicated spreadsheet of what ad, where and when,” stated Steve Cochran, executive creative director at Colenso BBDO.
The new campaign also includes 15 new films which are running in cinema, on the Link Bus network and across digital media online. Ten of the films show a particular area or neighbourhood of the city centre – from Silo Park to Vulcan Lane to the Aotea Arts Quarter. The other five films are experience-orientated, covering the city’s concentration of things like sneakers, jewellery and lunchtime eats.
Cochran added, “We needed a lot of content to create all the assets required to do the job we’ve set out to do. Each film has upwards of twenty plus shots, that’s 300-ish in total! And why we spent more than 10 days shooting.”
Because of the campaign’s complexity with so many sites and business involved, Colenso and OMD needed to work tightly with Heart of the City to pull off the ambitious campaign.
Chrissy Payne at OMD commented, “It’s one of the most complex dynamic outdoor campaigns Adshel have run yet. And in combination with the use of film online, this very much feels like the future of media in play.”
Kate Cleaver, head of marketing at Heart of the City, added, “After two successful years of the Lovebites campaign which showcased individual businesses, this year’s work builds out from there to help Aucklanders identify and appreciate the different, unique precincts that make up the heart of our city. A sum of the parts approach. Each area has a distinct offering and personality and we wanted to tell the story of those places, to give Aucklanders a small taste and encourage them to explore more.”
The campaign also includes an integrated partnership with NZME across their print and digital platforms. Elements of the partnership include editorial content, user-generated content as well as a more traditional advertising layer. All of these elements have been extended into the online Chinese Herald, who will develop its own content more relevant to its audience.
https://youtu.be/eY51FyTnW9I
Credits
Client: Heart of the City
Agency: Colenso BBDO
Media Agency: OMD
Partners: Adshel
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