SCA partners with JCDecaux for live music content billboards
Southern Cross Austereo‘s latest outdoor campaign includes an out-of-home first digital billboard campaign, displaying the names of songs in real time.
Partnering with leading OOH company JCDecaux, SCA’s ‘Now Playing’ billboards deliver live prompts of track names and artists in Sydney, Melbourne and Brisbane.
Drives passing by billboards on major arterial roads on the three cities will see what 2DayFM, Fox FM and Hit105 are playing at the time.
“Listening to great music while we drive is the perfect antidote to the commute to work, especially in peak-hour traffic,” said SCA senior marketing manager Georgi Oates.
“We know the power music has to lift our moods so being prompted to tune in to a favourite song is the perfect trigger to switch stations.
“The idea is to keep listeners tuned in by continuing to deliver the hits they love.”
“JCDecaux DIGITAL BILLBOARDS are perfect for incorporating live data to create personally relevant messaging to drivers,” added JCDecaux head of creative solutions Ashley Taylor.
“The familiar information of ‘now playing’ along with the song title and artist is easy for drivers to process and act on and demonstrates the power of Out-of-Home advertising to influence consumer behaviour.”
The campaign rolled out during April and May.
It ran between April 22-28 at the Epping Road overpass at North Ryde in NSW, and at the Gateway Motorway at North Bracken Ridge in Queensland.
In Victoria, the campaign ran until May 19 on the South Eastern Freeway at South Yarra’s Cremorne Street overpass.