Australia Post uses geo-targeted technology in out-of-home campaign with Posterscope
Australia Post has become one of the first Australian brands to launch a campaign using Posterscope Australia’s Liveposter technology which enables consumers to find their closest parcel locker and retrieve maps and directions.
The geo-targeted campaign, produced by GPY&R, has rolled out across 550 out-of-home locations across the country with Australia Post among the first to use Liveposter technology since it was acquired by Dentsu Aegis-owned Posterscope in May.
Posterscope Group agency director, Adrian Venditti, said: “We now have the ability to change message at scale in real time which was the perfect technology for us to take to Australia Post to make their message as relevant as possible for each location and literally drive people from screen to store.”
So they can charge us more and service us less… and pay for this crap
Nothing new… geo-targeted campaigns have been running on place based media for years! Past HSBC, ANZ, Guzman y Gomez campaigns all ran with maps on creative for directional instructions to closest branch or store. Waiting to see new innovation.
Wouldn’t it be great to work in a business where you can expend as much as you want to without having to account for the lack of return.
Spending millions to make hundreds.
Don’t want to drone on but it seems to be a common theme within the ranks of AP.