AUCKLAND: Leading Outdoor media operator, APN Outdoor, recently teamed up with TV3 and their media agency SparkPHD for an industry first, which saw live elections results delivered across their Digital Billboard network during the 2014 General Election.
Partnering with digital signage specialists, Ngage, the campaign utilised Aerva software and enabled TV3 to update the Digital Billboards with results instantly. APN Outdoor’s digital component was used to maximise TV3’s wider media campaign, which also comprised TV, Radio, Online and Social.
TV3’s live updates included results from parties including National, Labour, Greens and NZ First as they came to hand. Further results were shown from local electorates in close proximity to APN Outdoor’s Digital Billboards, which encompassed Auckland Central and Epsom. The percentage of overall results returned and counted was also featured.
The Aerva solution used was a self-login application, which allowed TV3 to access their content and update it within seconds.
Amanda Wilson, MediaWorks TV Head of Marketing & Publicity says, “Digital billboards added a fantastic new dimension to our Decision ‘14 election coverage – enabling us to keep viewers updated with real time results – both from the 3News/Reid Research Polls, and as votes were counted on election night. We put the challenge out to help us deliver a dynamic world class campaign – and the digital billboard network certainly helped us deliver. The billboards are dynamic, modern and progressive – brand values shared with 3 News so it was a perfect fit.”
Phil Clemas, General Manager, APN Outdoor New Zealand commented, “MediaWorks TV has definitely taken the lead in terms of tapping into the digital capabilities we offer. This campaign was very strategic by design and took into consideration a number of elements – including location, timing, instantaneous messaging and creative flexibility – which ultimately resulted in its success.
“It is great to see advertisers taking advantage of the many opportunities we offer with digital and we look forward to bringing many more cutting-edge campaigns like this to market in the future.”
TV3’s live election results ran across APN Outdoor’s Digital Billboard network, which included sites located on Queen St, Auckland; Stanley St, Parnell; Symonds St, Newton and Great North Rd, Grey Lynn.
TV3 was the channel of choice for 25–54 for the majority of election night, winning the timeslot as the crucial results came in between 7pm–10.15pm. The 25–54 cume for the full Decision ’14 broadcast (7pm–12.15am) was 587,300, with 1,159,600 people tuning in overall (5+ cume, Nielsen TAM). MediaWorks’ #decision14 hashtag also trended at #1 in New Zealand with 16,000 tweets (Topsy).