The campaign, entitled ‘What are you waiting for?’ is an evolution of the very successful Yellowglen Bubbly Girl that has underpinned the brand’s dominance in the sparkling wine category over the past decade. The campaign has been developed by creative agency Badjar Ogilvy and media agency MediaCom.

The campaign was achieved through a joint effort by all the major Out-of-Home suppliers with Adshel, APN Outdoor, Eye, IOM, JCDecaux and oOh!media working together to split packages and join sites.

The Out-of-Home media buy for the campaign includes four sites at Melbourne’s most iconic intersection of Flinders Street Precinct, a giant site created by adjoining an Eye and oOh!media site to book-end Swanston St, as well as a heavy street furniture presence with a bank of panels between Flinders Street and Federation Square and along the route from the CBD to Flemington racecourse.

Naomi Johnston, group director from MediaCom says, “Out-of-Home has always been the cornerstone of Yellowglen’s advertising campaigns and in 2010, the launch of new creative has taken its dominance of the medium to new heights.

“A carefully planned campaign that required a massive collaborative effort from all key Out-of-Home suppliers will see Yellowglen take over the Flinders street station and precinct like no other single advertiser has done before.”

Also commenting, Charmaine Moldrich, CEO of the Outdoor Media Association says, “Our operators have worked together to bring about this campaign to further prove the power of our medium.

There is a strong sense of camaraderie and cooperation in our industry engendered by the development and launch of our new Audience Measurement System investment and punches way above its weight so it is good to see a product like Yellowglen embrace our medium to achieve both brand awareness and sales.”

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