The Out of Home Media Association Aotearoa (OOHMAA) has revealed the Q3 winners of ‘The Speccies,’ a quarterly recognition of excellence in New Zealand’s Out of Home (OOH) advertising. These campaigns stood out for their creativity, use of technology, and ability to engage audiences. The winners from this quarter will move forward to compete in the prestigious OOHMAA Annual Awards 2024, which opens for entries on January 20, 2025.
Best Use of Technology/Data: Whānau Ora – ‘Real-Time Reo’
Whānau Ora’s campaign “Real-Time Reo,” developed for Te Wiki o te Reo Māori (Māori Language Week), won this category for its innovative use of live data. Displayed on Digital Large Format Billboards, the campaign updated in real-time with relevant te reo Māori phrases based on factors such as weather, time, and current events. This approach aimed to integrate te reo Māori into daily life, encouraging people to engage with the language in meaningful ways.
Judges’ Comments: The campaign’s use of live data stood out for its practical application. By offering relevant language cues at key moments throughout the day, it effectively used technology to enhance learning in a natural context.
Best Use of Channel: Whānau Ora – ‘Real-Time Reo’
In addition to its win for Best Use of Technology/Data, Whānau Ora’s “Real-Time Reo” also took the award for Best Use of Channel. The campaign maximized the potential of Digital Out of Home (DOOH) advertising by delivering dynamic, context-aware content that responded to real-time events.
Judges’ Comments: This campaign fully utilized the advantages of DOOH, including time-of-day targeting and dynamic creative elements, making it a standout in its ability to engage audiences with relevant, educational content.
Be Seen: Take the Jump – ‘Hotter than Climate Change’
Take the Jump’s campaign “Hotter than Climate Change” won the Be Seen category for its fresh approach to encouraging climate action. Using Digital Billboards, Retail, and EV Charging Stations, the campaign focused on promoting simple, practical steps individuals could take to fight climate change. By framing these actions as “hot,” the campaign aimed to inspire positive behavior change.
Judges’ Comments: The campaign’s creative approach was unique in the climate action space, presenting environmental responsibility in an engaging and empowering way that resonated with audiences.
The People’s Choice: Griffin’s Cookies
Griffin’s Cookies won the People’s Choice award with a sensory-driven Bus Shelter Special Build campaign. In partnership with oOh!, Griffin’s enhanced its traditional advertising with a custom cookie scent at select bus shelters, aiming to position cookies as a permissible adult indulgence. The campaign garnered significant public approval, reflected in a high likeability score.
Judges’ Comments: Based on consumer feedback through MediaWorks’ Opinionation Survey, the campaign achieved a 67% likeability score, well above the Q3 benchmark, thanks to its engaging and multi-sensory approach.
Out of the Box: No Winner
Despite receiving the most entries for this quarter, the judges did not select a winner for the Out of the Box category. While several entries demonstrated creativity, none fully met the criteria for groundbreaking innovation in Out of Home advertising.
Judges’ Comments: The category requires a high level of creativity that challenges the norm, and while many entries were innovative, none reached the level required for this award.
The winners from Q3 now advance to the OOHMAA Annual Awards 2024, where they will compete for top honors. Entry submissions for the annual awards open on January 20, 2025