Aussie Home Loans, with its media agency Initiative, has partnered with JCDecaux in a refocus of its out-of-home audience targeting to inform online activity.
This is a first for Aussie that has traditionally planned its OOH media against Aussie store locations.
The campaign, targeting Australians who would like to refinance their existing home-loan due to rising interest rates, has been informed by JCDecaux’s ORBIT – a planning platform that uses geo-spatial audience intelligence to determine where the Aussie refinancer audience lives.
For this campaign, JCDecaux Digital Large Format sites were strategically selected by analysing the Aussie refinancer audience’s everyday journeys, and proximity to physical store locations.
The OOH campaign data will also be used by Aussie’s performance marketing agency Matterkind to inform and enrich digital online performance strategies. This enables Aussie to engage with its target audience as they move through their day, across both public and private screens.
Max Eburne, chief commercial officer at JCDecaux said: “Aussie’s latest campaign is a brilliant example of how advertisers can use data to combine the public and private screens, delivering more strategic and effective campaigns.
“Taking advantage of JCDecaux’s ever-evolving data capabilities to deliver integrated, omnichannel campaigns, is where we see the future of OOH. It’s very exciting to see brands such as Aussie, lead the way.”
The campaign will initially run across selected JCDecaux Digital Large Format sites in Sydney and Melbourne for two weeks, over a three-week campaign period during October.
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