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Mazda hits the road in Oz on digital billboards

Australia's APN Outdoor has launched a multiplatform digital signage campaign with OMD Melbourne to bring the new Mazda MX-5 to market.

August 19, 2015

Australia's APN Outdoor has launched a multiplatform campaign with OMD Melbourne to bring the new Mazda MX-5 to market, according to a company announcement. Utilizing APN Outdoor's national portfolio of both digital and static billboards, Mazda has incorporated several different messaging options to communicate with its key audiences, using dayparted messaging, the announcement said.

According to the announcement, the new MX-5, Mazda's convertible sports car, has been hotly anticipated by auto enthusiasts for some time and the campaign works to pique the interest of those in the know, as well as communicate the car's features to those less familiar.

With messaging iterations that speak to time of day and traffic conditions such as "You can be a few minutes late" and "It's lunch. Open roads, not emails." the campaign is designed to be noticed by commuters and drivers.

Mazda Australia Marketing Director Alastair Doak said in the announcement, "To launch the all-new Mazda MX-5 we used traditional outdoor formats, such as consecutive and portrait panels to enforce the 'Look Up' messaging. However, we were keen to take the 'Look Up' idea further. Landmark static billboards further built awareness and adding dynamic, strategic messaging through APN Outdoor's Elite Screen portfolio delivered another exciting opportunity for Mazda and our iconic MX-5 sports car."

"The integration of static billboards and Elite Screens (APN's digital billboards) within this campaign is indicative of the way Mazda is embracing digital outdoor and the unique and exciting opportunities it offers to brands," Mark Fairhurst, general manager-sales, APN Outdoor, said. "Being able to speak to an audience through daypart messaging, with specific reference to traffic conditions, all the while promoting the new MX-5 shows that Mazda is embracing the new assets and accompanying technology, and we applaud the client and agency for their vision."