Outdoor company oOh!media is highlighting the lasting power of its classic print billboards with a new Christmas campaign for Carlton & United Breweries’ (CUB) Crown Lager.
The campaign will feature a three dimensional, bright red Christmas bow attached to two classic large format billboards located at Milperra, NSW, and Essendon, Victoria.
Brand director of Premium & Craft for CUB, Brian Phan says, “For generations, Crown Lager has been synonymous as the beer for celebrating on special occasions.
“This Christmas, we wanted to remind our consumers to celebrate Christmas with a Crown by creating a visual spectacle of a gift-wrapped billboard that will create cut through and deliver our message.”
After two weeks, the bow will be removed from the signage and new creative will be revealed.
The immediacy of digital billboards is impacting classic print as advertisers now expect shorter campaigns and a faster changeover of campaigns.
However, general manager of operations for oOh!-owned Cactus Imaging, Keith Ferrell sees the digital threat as an opportunity for printers.
“Cactus Imaging can meet strict deadlines that coincide with the media push in digital billboards, I believe that static combined with digital billboards becomes a strong mix,” he says.
“It is really up to the outdoor print companies to be able to start turning things around in 24 hours, and that is where I see the opportunities.”
Although oOh!media expects burgeoning growth for its digital outdoor business, the company’s group director of Road, Noel Cook says the CUB Christmas campaign is proving the lasting power of print billboards.
“The classic large format billboard delivers authenticity, fame and ownership. They are renowned for the creativity of special builds, the depth of coverage to audience and their ability for advertisers to hit the right audience on mass.
“CUB’s Crown Lager Christmas campaign is all of those things and demonstrates the continuing strength of classic billboards.”
The campaign will continue running until Christmas day.
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