In an Australian media-first, Coopers Brewery has unveiled a multi-consecutive billboard takeover on Melbourne’s prominent Bolte Bridge.
Linking the Tullamarine and West Gate Freeways, the Bolte Bridge carries eight lanes of traffic and features a mix of classic and digital billboards. Coopers’ high-impact advertising placement spans the five sequential outbound billboards.
Coopers partnered with oOh!media, creative agency Special Group, and advertising agency Atomic on the billboard takeover, which sees the Brewery’s Forever Original campaign being featured on the bridge. The billboards were printed by Melbourne-based Omnigraphics.
Telstra, along with Coopers, form the inaugural advertising partners for this campaign, with Telstra capturing inbound attention across six consecutive classic and digital billboards, and Coopers taking over outbound with its five sequential placements.
“Telstra and Coopers were quick to recognise the potential of this rare opportunity, and we’re thrilled to have them as our launch partners," said Mark Fairhurst, chief revenue officer at oOh!media.
"The scale and visibility of these consecutives are exceptional. Storytelling along a major thoroughfare has the power to spark conversation, drive engagement, and deliver unmissable results.
"It’s a strong example of how Out of Home is evolving and how we’re working with partners to create new, high-impact brand experiences.”
According to Kate Dowd, national marketing manager at Coopers Brewery, launching the first outbound Bolte Bridge takeover was a fantastic opportunity for the company.
“This first-of-its-kind activation helps us cut through the noise and bring our brand to life in a bold, high-impact format,” Dowd said.
“With Melbourne coming alive for the Spring Racing Carnival and a packed summer of events ahead, it’s the perfect time to be top of mind.”
Launched earlier this year, Coopers’ latest promotion – titled One-of-One – saw more than 250 Australian creators, makers and drinkers produce unique artwork, each featuring a glass of Coopers beer in the centre.
“The One-of-One campaign doubles down on Coopers’ commitment to originality,” said Ryan Fitzgerald, executive creative director at Special Group.
“The Bolte buy allows us to show this in full with a 100km/h gallery for the complete spectrum of our originators’ artworks.”
A selection of individual Forever Original artworks will be displayed, enabling creative storytelling to unfold across the multiple billboards.
This campaign is part of Coopers’ push to increase its advertising presence in Victoria.