A New Australian Rugby Union Campaign Gets A Lift

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3rd June 2008, 02:39pm - Views: 1151


Executive Channel

3 June 2008

New Australian Rugby Union Campaign Gets a Lift

An innovative lift door media strategy has been used for the first time as part

of a national advertising campaign.  

The unique lift creative featuring Wallabies and France coming head to head

in a scrum as the doors close, is part of an ARU branding campaign

incorporating a new TVC and out-of-home media.

Executive Channel together with Ikon Communications and Singleton, Ogilvy

& Mather designed and implemented the lift campaign as a way to target a

business professional audience.

“Our task for the upcoming Bundaberg Rum Rugby Series campaign was to

develop a communications strategy that secures the commitment of

passionate fans, fosters their love of the game and instigates advocacy. We

know that passionate fans are looking for opportunities to talk positively about

the game they love. Knowing this we identified the need for a much stronger

branding campaign compared to previous years, that re-captures the hearts

and minds of passionate fans. We delivered this in a number of ways,

including out-of-home in Sydney,” said Elliot Dale, communications manager

Ikon Communications.

“Executive Channel has enabled us to target this professional audience and

bring the Rugby Brand to life using a new and innovative format in the elevator

doors,” said Mr Dale.

Located in eight CBD offices towers in Brisbane and Sydney, the ARU lift door

panels are supported by an Executive Vision digital screen network campaign

in the lift foyers.      

According to Charles Parry-Okeden at Executive Channel office media

globally is a rapidly growing media channel which offers a targeted, captive

and cost effective advertising environment.

“Consumers today are used to being entertained and advertisers need to

match this with impactful and innovative ways to ensure clients achieve brand

recognition,” said Parry-Okeden.  

For further information or images:

Charles Parry-Okeden

Executive Channel

0414 50 60 30

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About Executive Channel:

Executive Channel is a national media company focused on delivering effective

communication solutions for brands targeting business executives. Executive Channel

products include Executive Vision (digital screen network), Executive Touch (sampling

and displays), Executive Lites (backlit car park advertising panels) and lift door


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