Southern Cross Austereo worked with JCDecaux to deliver the 'Now Playing' campaign, enticing commuters to tune in to the network's stations.
JCDecaux has partnered with Southern Cross Austereo (SCA) to create a digital billboard campaign for the radio network, that delivers a live music prompt of songs currently playing on SCA’s Hit network, in key commuter locations.
Drivers passing by JCDecaux Digital Billboards on major arterial roads in Sydney, Melbourne and Brisbane are shown the title of the song playing at that moment, on the Fox 101.9, Hit105 and 2Day 104.1 stations to encourage them to listen in on their car radios and stay tuned.
"JCDecaux Digital Billboards are perfect for incorporating live data to create personally relevant messaging to drivers," JCDecaux head of creative solutions Ashley Taylor says.
"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 uses technology combined with SCA’s broadcast data to deliver a live music prompt for drivers who may not already be listening, to switch stations to SCA.
"Few things go as well together as music and driving and the ‘Now Playing’ campaign provided an ideal opportunity to showcase digital outdoor advertising technology combined with live data from the SCA station," JCDecaux chief commercial officer Max Eburne says.
The collaboration showcases the creative capabilities of data-driven live content and is a first for the SCA network.
SCA senior marketing manager Georgi Oates says the campaign was designed to "keep listeners tuned in" to the network's stations.
JCDecaux and SCA partnered with media agency Wavemaker to create the campaign seen by millions of commuters throughout April and May 2019.
SCA’s ‘Now Playing’ campaign ran between 22 and 28 April at JCDecaux’s Epping Road overpass at North Ryde in NSW, and at the Gateway Motorway at North Bracken Ridge in Queensland.
In Victoria, the campaign is still running until 19 May on the South Eastern Freeway at South Yarra’s Cremorne Street overpass.
