Clever displays at Countdown in Newmarket, Auckland.
Clever displays at Countdown in Newmarket, Auckland.

Clever displays have arrived at Countdown in Newmarket, Auckland. Strategically positioned near the self-check outs, the novel hang-sell display units invite shoppers to entertain, treat or refresh themselves. Mints, gum, magazines and chocolate bars are within easy reach and entice shoppers to top up their shop with a little treat or two.

Refreshment of a different kind was spotted at Auckland’s Downtown Shopping Centre, where hot and thirsty shoppers were offered a spray of water mist to cool down in hot weather. oOH! Media hosted a Lipton ‘Taste the Brightside’ advertising campaign on selected UniLites panels and a ShopaLite at Downtown Shopping Centre, which allowed shoppers to engage with the advertising panels by pressing a button to receive a spray of water mist.

It is expected that the campaign will be seen nearly one million times across Downtown Shopping Centre and University campus’ at Massey Auckland, University of Auckland, Auckland University of Technology, Manukau University of Technology, and Waikato University in Hamilton.

oOh! CEO, Brendon Cook, said the use of misting spray panels is a great example of how advertisers can think outside the box when engaging with audiences out of home. “The addition of this new dimension is sure to create intrigue and engage with the target market,” Cook said.

“The ads truly grab shoppers’ and students’ attention who, with a quick press of the button, can feel refreshed just as they would by having a Lipton Ice tea, influencing them on their path to purchase. This kind of sensory advertising effectively engages the customer, increases brand awareness, creates talkability, and helps drive sales.”

A Lipton Ice Tea spokesperson commented: “We wanted a disruptive activity to complement the media plan, and the misting units brilliantly epitomise the physically and emotionally refreshing qualities of Lipton Ice Tea – while bringing some fun to the area.”

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