• Sydney
  • May 17, 2019
JCDecaux, Australia’s leading Out-of-Home company, has partnered with Southern Cross Austereo (SCA) in an Out-of-Home first digital billboard campaign for the radio network, that delivers a live music prompt of songs currently playing on SCA’s Hit network, in key commuter locations. 

Drivers passing by JCDecaux DIGITAL BILLBOARDS on major arterial roads in Sydney, Melbourne and Brisbane are shown the title of the song playing at that moment, on the Fox 101.9, Hit105 and 2Day 104.1 stations to encourage them to listen in on their car radios and stay tuned. 

The campaign uses powerful technology combined with SCA’s broadcast data to deliver a live music prompt for drivers who may not already be listening, to switch stations to SCA. 

Ashley Taylor, Head of Creative Solutions, JCDecaux said: “JCDecaux DIGITAL BILLBOARDS are perfect for incorporating live data to create personally relevant messaging to drivers. The familiar information of ‘now playing’ along with the song title and artist is easy for drivers to process and act on and demonstrates the power of Out-of-Home advertising to influence consumer behaviour.” 

The collaboration showcases the creative capabilities of data-driven live content and is a first for the SCA network. 

Georgi Oates, Senior Marketing Manager, Southern Cross Austereo said: “Listening to great music while we drive is the perfect antidote to the commute to work, especially in peak-hour traffic. We know the power music has to lift our moods so being prompted to tune in to a favourite song is the perfect trigger to switch stations. The idea is to keep listeners tuned in by continuing to deliver the hits they love.” 

JCDecaux and SCA partnered with media agency Wavemaker to create the campaign seen by millions of commuters throughout April and May 2019. 

Max Eburne, Chief Commercial Officer, JCDecaux said: “Few things go as well together as music and driving and the ‘Now Playing’ campaign provided an ideal opportunity to showcase digital outdoor advertising technology combined with live data from the SCA station.” 

SCA’s ‘Now Playing’ campaign ran between 22 and 28 April at JCDecaux’s Epping Road overpass at North Ryde in NSW, and at the Gateway Motorway at North Bracken Ridge in Queensland. In Victoria, the campaign is still running until 19 May on the South Eastern Freeway at South Yarra’s Cremorne Street overpass.