Optus Mobile
Optus, one of Australia’s most recognisable telecommunications brands, used a Mobile Billboard campaign to target people throughout Melbourne’s CBD and surrounding inner-city areas.
The campaign was designed to place the Optus brand directly in front of city workers, commuters, shoppers, students, tourists and visitors moving through some of Melbourne’s busiest streets and public precincts.
By using a Mobile Billboard, Optus could take its campaign across multiple high-traffic locations rather than being restricted to a single fixed advertising site.
Targeting Melbourne’s Busiest Areas
The Mobile Billboard was routed through major roads, retail areas, transport hubs and entertainment precincts across central Melbourne.
Key campaign areas could include:
- Swanston Street
- Collins Street
- Bourke Street
- Flinders Street
- Spencer Street
- King Street
- Exhibition Street
- Elizabeth Street
- La Trobe Street
- St Kilda Road
- City Road
- Victoria Street
- Queensberry Street
- Lygon Street
- Clarendon Street
- Chapel Street
The campaign could also visit key locations and precincts including:
- Flinders Street Station
- Southern Cross Station
- Federation Square
- Melbourne Central
- Bourke Street Mall
- Queen Victoria Market
- Docklands
- Southbank
- Crown Melbourne precinct
- Carlton and Lygon Street
- Richmond
- South Melbourne
- East Melbourne
- Melbourne’s university precincts
Reaching City Audiences
The campaign was planned around changing audience movements across the city.
Morning activity could focus on commuter routes and transport hubs, while daytime routes targeted shopping areas, business districts, universities and major city streets.
Afternoon and evening activity could move towards entertainment precincts, restaurants, sporting venues and areas with strong pedestrian and vehicle traffic.
This flexibility allowed the Optus message to remain visible across different parts of Melbourne throughout each campaign day.
Why was a Mobile Billboard Used?
A Mobile Billboard gave Optus the ability to reach multiple CBD audiences with one highly visible advertising format.
Unlike a fixed billboard, the campaign could move between key streets, retail precincts, transport hubs and event locations. Routes could also be adjusted according to traffic patterns, city activity and the audience Optus wanted to reach.
The large-format display delivered 100% share of voice and provided strong visual impact in a busy and competitive advertising environment.
your campaign includes:
We work closely with you to ensure we target the right areas, and to ensure high exposure, high impact and cost-effective solution.
At every stage of the process, our experienced team are here to guide you through photo selection, caption creation, branding and graphics, to ensure you message achieves maximum impact. Audio, illumination, promotional sampling and other sensory elements can be added to further enhance your advertising message.
Once your mobile billboard campaign has begun, we can report daily, including:
- photographs
- traffic reports
- vehicle data
Campaign Outcome
The campaign helped Optus maintain a strong presence throughout Melbourne’s CBD while reaching a broad mix of commuters, workers, shoppers and visitors.
By combining one of Australia’s most recognisable brands with strategic city route planning, the Mobile Billboard delivered flexible and highly visible exposure across Melbourne’s major roads and precincts.
The campaign demonstrated how Mobile Billboards can help telecommunications brands reach large urban audiences while maintaining control over where and when their advertising is seen.
