Six OMDers spoke with AdNews and shared their favourite media campaigns of 2023.
Annabel Williams, Account Director at OMD Melbourne
My favourite campaign this year has to be Telstra’s ‘Hello Christmas’. Not only does the film pull on the heart strings (move over John Lewis), I love the way the team hasn’t missed a detail with an integrated approach expanding across paid, owned and earned media for maximum campaign impact. From unmissable Large Format 2D Special Builds, AI-led solutions helping to bring to life the “Free Calls to Santa” hotline in Telstra-owned phone booths nationwide (plus adding the telephone booths to be searchable on Google Maps); and finally contextual alignment via a targeted screens approach driving high attention in key Christmas programming.
Simon Molloy, Account Director at OMD Melbourne
AAMI RestTowns was a standout campaign. It addressed road safety and drove behaviour change through an understanding of the context of driver fatigue. Its success was hinged on integrating separate platforms and datapoints to deliver a congruent message, all the while positioning AAMI as more than just an insurance company.
Nicole Torossian, Investment Manager at OMD Sydney
Birthdays are a time for celebration and McCafe’s 30th birthday was no different. This campaign was a standout to me, with Macca’s creating feel-good moments with their ‘Coffee fit for an Aussie’ messaging. The tram wrap in Melbourne paid homage to its birthplace, and all media placements were carefully selected to give this global brand a localised feel. As a daily coffee consumer, I was happy to see McDonald’s celebrate this milestone by reminding us of our uniquely Australian coffee legacy.
Hannah Robertson, Account Director at OMD Sydney
Telstra’s ‘This is Footy Country’ quickly stood out as one of the most engaging campaigns this year. The media strategy really tapped into Australia’s innate love and passion for footy, and how this can foster a sense of connection and community at a time where we feel more disconnected than ever.
Jessica Lopez-Casas, Account Director at OMD Brisbane
The shining diamond in 2023 ad land was Michael Hill’s Valentine’s Day campaign. Timing aligned with the Australian Open, a key event that provided the opportunity to connect with a lucrative customer. Without having budget for an AO sponsorship, the media strategy identified tactical ways to align with the tennis and compete for SOV. A first-to-market sponsorship of oOh!’s integrated billboards, focused specifically on the journey to Rod Laver Arena and national key precincts meant that it was unmissable, asking event goers – “Tennis Bracelets anyone?”. A real ‘Ace!’ of a campaign if you ask me.
Kaitlin Macer, Account Director at OMD Brisbane
My favourite campaign this year has to be BlueCare’s brand launch ‘A Chorus of Care’. This emotive campaign pulled on all the heartstrings and represented the local community. The creative sung across high impact large format screens and retail panels, paired with beautiful audio scripts that played out as people tuned in on their commute. The long-form story was not wasted, brought to life through an integrated screens approach and supported with a targeted social strategy driving engagement over the period.
The original article can be read here.
