Brand Tracker

Welcome to the automated Brand Tracker diaries.

Australia

JCDecaux and Chalkwest launch Nurture for Country campaign

Brand: Chalkwest

Campaign: Nurture for Country

Source: https://mumbrella.com.au/jcdecaux-and-chalkwest-launch-nurture-for-country-campaign-941308

Goal: Enhance visibility for Chalkwest among travelers

Media: Out-of-Home advertising

Summary: JCDecaux has launched its Nurture for Country program in collaboration with Chalkwest, an Aboriginal-owned vehicle rental provider. This campaign aims to enhance visibility for Chalkwest among millions of travelers in Western Australia, highlighting its commitment to supporting First Nations businesses through Out-of-Home advertising.

Portugal

MOP launches campaign that introduces ‘smart network’ and challenges traditional planning

Brand: MOP

Campaign: Com a rede certa, vai dar certo

Source: https://www.imagensdemarca.pt/artigo/mop-lanca-campanha-que-apresenta-rede-inteligente-e-desafia-o-planeamento-tradicional-do-ooh/

Goal: To challenge traditional Out-of-Home planning by focusing on audience, context, and timing.

Claim: With the right network, it will work

Media: Out-of-Home, television, digital channels

Summary: MOP has launched a new campaign aimed at transforming the perception of Out-of-Home advertising. It advocates for a shift from a quantity-based approach to one that emphasizes audience, context, and timing. The campaign introduces the concept of a 'smart network' that uses data to identify the most suitable formats for specific campaign objectives, featuring various examples such as the Game Days Network and the Petcare Network. The communication is accompanied by fictional products created to visualize the desired outcomes from effective advertising.

audience targeting Campaign Strategy digital expansion out of home advertising

Portugal

DREAMMEDIA and Initiative develop one of the most comprehensive OOH campaigns for Lipton

Brand: Lipton

Campaign: National Out-of-Home Campaign

Source: https://www.imagensdemarca.pt/artigo/dreammedia-e-initiative-desenvolvem-para-a-lipton-uma-das-campanhas-de-ooh-mais-abrangentes-do-ano/

Goal: To create a comprehensive Out-of-Home advertising presence with high levels of interactivity and technological integration.

Claim: This campaign shows what Out-of-Home can offer to brands.

Media: Out-of-Home, digital screens, public transport, interactive gaming

Summary: DREAMMEDIA, in partnership with Initiative, developed a nationwide Out-of-Home campaign for Lipton that achieved over 92% national coverage and garnered more than 6.8 billion views. The campaign utilized various formats and incorporated advanced technology, interactive gaming, and dynamic content tailored to context, demonstrating the transformative potential of Digital Out-of-Home media as a platform for entertainment and engagement.

Interactivity out of home advertising technology

New Zealand

QMS and Auckland Transport unveil City Rail Link with sold-out foundation partners

Brand: QMS NZ

Campaign: City Rail Link Network Launch

Source: https://stoppress.co.nz/news/media/qms-and-auckland-transport-unveil-city-rail-link-with-sold-out-foundation-partners/

Goal: Create a continuous audience ecosystem for advertisers

Media: Digital out of home

Summary: QMS NZ has launched its City Rail Link digital out of home network in Auckland, coinciding with the introduction of the City Rail Network. The network features foundation partners like 2degrees, ANZ, and Spark, aiming to enhance advertising across the city's transit landscapes and provide a seamless commuting experience with a focus on cultural storytelling. The project represents a significant transformation in Auckland's infrastructure, enhancing capacity and connectivity for commuters.

out of home advertising transit marketing urban infrastructure

Ireland

OutLook: Discover Ireland Takes The Traitors Beyond the Screen

Brand: Discover Ireland

Campaign: Find Yourself on a Short Break

Source: https://www.adworld.ie/2026/09/11/outlook-discover-ireland-takes-the-traitors-beyond-the-screen/

Goal: Encourage short domestic breaks in Ireland

Claim: When your mission is relaxation…

Media: Out of Home, Digital OOH

Summary: DiscoverIreland.ie is leveraging the popularity of The Traitors Ireland through an Out of Home campaign as part of Fáilte Ireland's Find Yourself on a Short Break initiative. The campaign connects familiar references from the show to encourage domestic tourism, with digital OOH advertising responding to the show's broadcast schedule. The campaign aims to promote off-peak short breaks in Ireland, highlighting their benefits for everyday rejuvenation.

domestic tourism out of home advertising television sponsorship

Italy

GranTurchese also becomes ‘Merendaaa’ with St.John’s

Brand: Il GranTurchese

Campaign: Merendaaa

Source: https://brand-news.it/brand/alimentari/food/granturchese-amplia-i-momenti-di-consumo-con-merendaaa-e-affida-la-campagna-a-st-johns/

Goal: Expand brand consumption moments

Claim: It's not just good, it's goodaa

Media: Out of home, digital out of home, connected TV, streaming, influencer marketing, social media

Summary: Il GranTurchese has launched the 'Merendaaa' campaign targeting back-to-school consumers, aiming to position their new snack product as a suitable option for various times of the day. The campaign, created by St.John’s, features playful naming and creative outdoor installations in major Italian cities. It includes a digital strategy involving multiple media channels and influencer outreach.

back-to-school digital marketing out of home advertising snack campaign

Ireland

Tesco Rolls Out Nationwide OOH Campaign Celebrating ‘Every Little Helps’

Brand: Tesco

Campaign: That’s Every Little Helps

Source: https://www.adworld.ie/2026/09/04/tesco-rolls-out-nationwide-ooh-campaign-celebrating-every-little-helps/

Goal: To highlight the work of Tesco's Community Fund and support for communities

Claim: That’s Every Little Helps

Media: Out-of-home, roadside, retail, transport formats

Summary: Tesco has initiated a nationwide out-of-home campaign in Ireland to showcase its Community Fund's impact and support for over 27,000 community projects. This four-week campaign, created in collaboration with PHD and BBH Dublin, aims to reinforce the ‘That’s Every Little Helps’ brand message by featuring examples of Tesco’s initiatives for customers and local suppliers across various media formats.

brand relaunch community support out of home advertising

New Zealand

The shift toward outcome-based measurement in out of home

Brand: Guinness

Campaign: Programmatic DOOH Campaign

Source: https://stoppress.co.nz/partner-articles/the-shift-toward-outcome-based-measurement-in-out-of-home/

Goal: Encourage product trial during winter months

Media: Digital Out Of Home (DOOH)

Summary: The article discusses the shift in out of home advertising in New Zealand towards outcome-based measurement, emphasizing the need for brands to demonstrate the tangible impact of their campaigns beyond traditional metrics such as reach and impressions. It highlights how marketers are now focusing on real-world outcomes, such as store visits and measurable brand uplift. Additionally, it mentions Guinness's campaign using programmatic DOOH to target consumers in colder weather, promoting product trials.

consumer behavior Guinness marketing measurement out of home advertising

Ireland

Out Look: ESB Networks Makes Time Matter with Dynamic DOOH

Brand: ESB Networks

Campaign: It’s simply a matter of time

Source: https://www.adworld.ie/2026/08/28/out-look-esb-networks-makes-time-matter-with-dynamic-dooh/

Goal: Encourage flexible electricity use

Claim: It’s simply a matter of time

Media: Dynamic DOOH across digital roadside, retail and transport environments

Summary: ESB Networks has launched a dynamic out-of-home (DOOH) campaign aimed at encouraging flexible electricity use among customers. The campaign highlights how timing affects electricity consumption during daily household routines, using varying creative messages that change based on the time of day. The initiative supports energy flexibility programs, encouraging customers to shift usage toward lower-demand periods and align with renewable energy availability.

dynamic electricity flexibility out of home advertising

Ireland

Out Look: Every Step Counts for Very Pink Run

Brand: Breast Cancer Ireland

Campaign: Very Pink Run

Source: https://www.adworld.ie/2026/08/21/out-look-every-step-counts-for-very-pink-run/

Goal: Raise funds for breast cancer research and promote participation in the event.

Claim: Every step is a step closer to a cure.

Media: Out of Home advertising including 48 Sheets, Supersides, digital dPods, Commuter Square, and overhead formats.

Summary: The Very Pink Run, organized by Breast Cancer Ireland, returns with a significant Out of Home campaign encouraging nationwide participation. The events take place in Dublin, Kilkenny, and Cork, aiming to raise funds for breast cancer research while promoting community solidarity. The campaign employs impactful visual messaging to drive awareness and engagement, highlighting that 'every step counts' towards finding a cure.

Breast Cancer Awareness charity event out of home advertising

New Zealand

Realestate.co.nz takes new Wellington campaign into the daily commute

Brand: realestate.co.nz

Campaign: Wellington Commuter Campaign

Source: https://stoppress.co.nz/campaigns/realestate-co-nz-takes-new-wellington-campaign-into-the-daily-commute/

Goal: Connect property search with daily commuting

Claim: Your home for property search in Te Aro.

Media: commuter train, bus backs, digital displays

Summary: Realestate.co.nz is launching an outdoor campaign in Wellington that wraps a commuter train to connect property searches with the locations commuters travel through daily. The campaign employs a hyperlocal strategy and spans various transit media, including bus backs and digital screens, to maintain visibility throughout the commuter journey.

out of home advertising real estate

New Zealand

oOh!media expands Locky Dock network to Hawke’s Bay

Brand: oOh!media

Campaign: Locky Dock Expansion

Source: https://stoppress.co.nz/news/media/oohmedia-expands-locky-dock-network-to-hawkes-bay/

Goal: Expand digital advertising reach in Hawke's Bay

Media: digital out of home

Summary: oOh!media NZ is expanding its Locky Dock advertising network into Napier, establishing a presence in the Hawke’s Bay region with three new locations expected to deliver 200,000 impressions monthly. This expansion aims to provide advertisers a valuable opportunity in areas previously limited in digital out of home advertising, with further expansion planned for Hastings and Havelock North.

digital screens out of home advertising regional expansion