Radio and outdoor digital panel syncing is a cross-platforming success

The collaboration between HT&E’s Australian Radio Network (ARN) and Adshel to deliver a mass-reaching community service campaign for the Road Safety Commission of Western Australia has achieved highly positive results, with the ‘Might Be a Mate’ campaign successfully cutting through with Perth commuters to promote safety between motorists and cyclists.

Cross-platform synching was used to target drivers throughout Perth with messages via both their radio and outdoor advertising digital panels.

Over a three-week period from March 13 to April 10, the messages were synched with ARN’s 96FM, so that when the campaign’s 30 second ads were on-air, the outdoor creative appeared simultaneously on Adshel’s digital network, amplifying the campaign across channels with sight and sound working together.

Research has shown that almost half (46 per cent) of the population in Perth recalled being exposed to the ‘Might Be a Mate’ campaign on radio and/ or outdoor.

Of these people, almost one in five (17 per cent) saw and heard both ads when synchronised.

Significantly, 33 per cent said the campaign positively changed their attitude and behaviour towards motorists and cyclists sharing the road.

Tags: | |