You can spend ages waiting for one, and then three will come along at once. We’re talking buses of course… but how about getting some news headlines while you wait for your bus, or whilst you’re stuck in traffic, or when walking from A to B?
Perhaps you’ll be inspired to find out more once you’ve seen these striking Adshel panels, strategically located around Brisbane’s CBD.
BCM has been working in partnership with Fairfax Digital’s online news service brisbanetimes.com.au since February 2008. Following the brand re-launch in May 2008, we have seen a significant increase in unique browsers, both locally and domestically.
Given that most consumers of online news tend to get their daily fix soon after arriving at work, at lunchtime, or just prior to leaving work, our communication strategies have been well suited to this consumer behaviour.
One of our challenges has been to drive commuter traffic online through traditional offline sources in the local market. High visual impact, large format outdoor has been effective at raising brand awareness, and the use of breakfast and drive radio has also supported brand and tactical messages.
Our latest campaign focuses on delivering breaking news online, as it happens, and with regular updates throughout the day.
The campaign creative was developed at BCM and media delivered by Mitchell & Partners Qld, media partner for the brisbanetimes.com.au account. (Mitchell Media is Fairfax Digital’s national media agency).
The combination of key outdoor supersites, rotating headlines on an electronic LED interface, daily Australian Traffic Network messages across the Brisbane radio network, and now these unique street furniture panels, demonstrates the variety and depth of the site through the messages delivered.
The journalists are in control of these messages and so are able to respond quickly – yet another core benefit of online news.
Interestingly, brisbanetimes.com.au is the first media category client (Qld based or national) to use this Adshel LED technology in Brisbane market.
For those of us who work in BCM’s Brissie office who haven’t yet seen these panels, you won’t have to walk too far – there’s one just up the road on Warner Street!
Steve Jennings is an Account Manager at BCM Brisbane
Wonder if anyone was waiting at that bus stop – oblivious as to why their bus still hadn’t arrived…?!
I love this.
It’s a Great innovative use of the medium and targets mobile users really well.
It suggest that unlike the old newspaper that the Brisbane Times is dynamic and up to the minute with breaking news
I drove past one the other day and saw people actively watching the news feed.
Lovely. Simple. Relevant. Demonstrative. A great idea.