EnergyAustralia’s latest Perfect Plan themed campaign to promote its cost saving energy plans has been amplified through an interactive retail media campaign using oOh!’s dispensing shopaLite technology.
oOh! has custom built seven dispensing retail panels that feature a red illuminated button that, when pressed, dispenses information cards about EnergyAustralia’s flexible pricing plans that fold up to the size of a credit card (click here to view video).
The seven special builds are appearing in shopping centres across Melbourne and are part of a much larger oOh! Retail advertising campaign with the potential to reach 2.7 million Victorian shoppers.
EnergyAustralia’s Head of Product and Brand Marketing, Simon Brady, said the Perfect Plan campaign is a fun, creative and interactive way to build brand awareness and obtain cut-through.
“The retail environment is the best way to reach our target audience – it’s an area where they spend an extended period of time, and it’s also an interactive and exciting space.”
oOh!’s head of production, John Purcell, said combining strong creative with dispensing ShopaLites is becoming more popular as they not only impact shoppers, but encourage interaction and greater connectivity.
“We know people are receptive to product information while in the shopping centre, as they are looking for inspiration.
“Dispensing retail panels deliver high impact and a greater long term connection as they give shoppers something to take away,” Mr Purcell said.