Pizza brand Dr. Oetker is the first advertiser to appear on Citybox’s new Totem format. The 25 Totem locations complemented a national Citybox campaign of 300 panels. The impactful attachment to the regular Citybox panel adds an extra dimension to the point of sale offering and opens an array of creative opportunities for clients.
The Totems are specifically designed around client requirements and are flexible in terms location.
Almost 3,000 Citybox units are currently located in major shopping malls nationwide in venues that account for 14 million shopping visits per 2-week cycle.
Commenting on the campaign, Caroline Burton, marketing manager with Dr. Oetker said “For the launch of Ristorante Gluten Free, we wanted to drive brand awareness and trial through a TV and multi-format OOH campaign. As part of the campaign we were able to avail of the first to market Citybox Totems to add impact to our ‘Try Me I’m New’ messaging in an attention-grabbing way. In addition, as well as placing panels in proximity to the grocery stores, we also targeted our female 25-34 audience outside where they were likely to shop within the centres to gain additional targeted reach”
The campaign was planned by PHD and PML with creative by Insight Marketing. It also appeared on 6 Sheet and A3 Fashion Sites.
Pictured (L-R) at one of the Totem locations are: Kevin Corr (PHD), Caroline Burton (Dr. Oetker), John O’Leary (Citybox), Keith Brennan (PML)