JCDecaux has delivered a taste of summer nationwide in an out-of-home (OOH) campaign for ice-cream favourite Drumstick.
Peters Ice Cream and its media agency Spark Foundry used TV, digital, sport broadcast partnership, and OOH during peak summer.
A component of the campaign uses a combination of high-impact large format sites across Australia plus broadcast scale on JCDecaux’s Street Furniture network and celebrates all things iconically summer.
A special build for JCDecaux’s Bondi Beach site transformed a bus shelter, using the Drumstick’s recognisable cut-out in burnt orange hues.
The OOH campaign across the network includes messages designed to evoke summer memories -- “We’ve missed your seatbelt burn” and “Befriending someone for their pool” -- in a tongue-in-cheek campaign.
JCDecaux head of creative solutions, Ashley Taylor: “This out-of-home campaign component came at a time when people have been desperate for a bit of sun, sand and relaxation after a difficult 2020. We really wanted to recreate those happy memories of eating an ice-cream after a hot day at the beach; something that has been such a staple of summer for generations of Australians.”
JCDecaux chief commercial officer Max Eburne: “This a great example of multi-format out-of-home working hard as part of a well-executed multi-channel campaign. Peters have created the perfect blend of high-impact through large format sites, broadcast reach and point-of-purchase proximity through Street Furniture, with enhanced creativity in key strategic summer hotspots such as Bondi Beach.”
Peters, which has been producing ice-cream since 1907, engaged JCDecaux specifically focused on promoting the iconic Drumstick ice-cream.
Peters’ client partner at Spark, Marissa Taylor: “We have worked with Peters to develop a true multi-channel campaign to deliver an engaging, light hearted and effective message to consumers over the summer period when ice cream is at its most popular. The out-of-home component with JCDecaux takes our message to the streets and beaches, where people are out and about and can enjoy a Drumstick on a hot summer’s day. The Out-of-Home approach perfectly complements our TV broadcast activity and digital strategy.”
The Peters campaign will run nationwide until April.
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