Australia promotes the film 'The Lego Movie' using large-format digital signage

For the launch of the movie 'The Lego Movie', OMD and Village Roadshow made use of the large format screens that APN Outdoor has located in the cities of Melbourne, Sydney and Brisbane.

Media agency OMD and Australian producer Village Roadshow have launched a digital billboard campaign to promote the release of 'The Lego Movie'., which was released in Australia last 2 April. To carry out this campaign, have used digital signage supports that APN Outdoor is located in the financial district of Melbourne, in the area of ​​Chapel and La Trobe Streets. Besides, The campaign has been extended to the cities of Sydney and Brisbane.

APN Outdoor, advertising company that focuses its activity in Australia and New Zealand, has worked with media agency OMD and producer Village Roadshow to launch this large-format digital signage campaign as part of the global promotion for the launch of 'The Lego Movie'..

The film campaign is running across APN Outdoor's two large format screens in Melbourne's CBD, as well as in large-format digital signage media located in Sydney and Brisbane. The content displayed on these screens varies depending on the area in which it will be displayed., being personalized for the target audience. In this way, a greater impact is achieved.

“APN Outdoor's digital signage supports met many of the objectives of 'The Lego Movie' campaign, including the impact, engagement and selective messaging, and we were very happy to use these assets to promote the film”, explained Rob Ishag, trading manager de OMD.

According to digital signage software provider Four Winds Interactive “Digital signage supports are more effective and create a greater impact on the audience than advertising carried out through traditional street furniture.. The study indicates that these posters have a greater impact on business sales and brand initiatives. In fact, even taking into account the much higher cost in digital signage space, most advertisers think they are more profitable in the long run”.

Some studies suggest that digital signage and billboards are up to six times more effective than static images..

“The execution of Village Roadshow in promoting 'The Lego Movie' is a perfect example of what large digital format can offer,” Mark Fairhurst, General Sales Manager at APN Outdoor. “The creative flexibility that placement-specific messaging provides is a way for advertisers to maximize a campaign's impact and achieve deeper audience engagement.”.

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