BILLBOARD DISPLAY
Bridging gaps in Australia's marketing landscape
Upon researching the Australian target market and preference, we realised that the frequency and extent of social media usage among Generation Z individuals are noticeably higher compared to millennial demographics, primarily influenced by differences in lifestyle, work, and study patterns. This variance directly affects brand visibility and accessibility to existing and potential customers. Moreover, Australians are known for their outdoor lifestyle, spending considerable time commuting, travelling, and engaging in recreational activities. Billboards are an excellent option to engage with our target audience effectively as they leverage the active lifestyle of individuals by reaching them while they are on the move, thus serving as an impactful means to grab their attention.
Together with the rise of digital advertising, billboards remain a complementary and effective channel for reaching the Australian target market, allowing us to reach a large audience of potential customers from all walks of life. Especially when opening a new milestone in a new country through a collaborative campaign with an artist in a different field, billboards facilitate outreach to our campaign and target a broad segment of demographics and a broader psychological demographic interested in diverse art forms.
Our strategy to enhance our brand awareness involves strategically placing billboards in high-traffic locations. We prioritise urban centres and highways across Australia, mainly focusing on bustling areas like Brunswick Street in Fitzroy, Melbourne. These areas, including CBD buildings and busy bus stops, experience substantial foot and vehicular traffic, ensuring our billboards are prominently displayed and visible to commuters, pedestrians, and motorists alike. You can see our latest collection's editorial photographs and teaser videos showcased on the billboard screen, accompanied by a 3D model of our Pop-Up store with key details of the pop-up event, such as date, time, and venue, complete with a Call-To-Action message.
Additionally, we adopt a localised approach by ensuring each location features a unique billboard with tailored content designed to resonate with local communities and cater to their preferences and interests. This approach allows us to customise messages and Call-To-Action to align with Australia's diverse regions and demographics, ensuring maximum engagement and impact while strengthening our brand presence nationwide.