Ladbrokes Melbourne Cup campaign dominates in digital out‑of‑home
Ladbrokes Melbourne Cup campaign featured a buy-out of goa’s landmark VALLEY ICONIC digital billboard in Brisbane’s Fortitude Valley for the day. So to make the most of the buy-out, they kept creative relevant and fresh by rotating a selection of dynamic creative.
Working with Ladbrokes, doohfa developed a custom campaign to build a sense of excitement, and keep motorists and pedestrians up-to-date right until Race start.
Anticipation was built with an automatic minute-by-minute countdown to the Cup race. And interspersing the countdown were other creative dynamically updated with Cup favourites, and popular trifectas. Ladbrokes’s provided a proprietary JSON feed to source the latest data.
The Race Day creative culminated in a complete take-over with a “THE NATION HAS STOPPED” creative for the duration of the Race.