Drug testing can happen anywhere at anytime. That is the message underpinning the Transport Accident Commission’s (TAC) latest dynamic outdoor campaign across QMS’ digital network.
QMS, in conjunction with digital out-of-home specialists Liveposter, dynamically updated TAC creative to display a clock indicating when Police will next be carrying out drug testing.
Dayparting & Dynamic Time Feed
In an effort to warn motorists that drug testing could happen at anytime and anywhere, the time on the clock was remotely updated every 8 minutes with no specific location and deployed accordingly across QMS’ digital network.
The campaign also utilised dayparting technology to display a specific night or day message at each billboard location depending on the time of the day, to amplify the TAC’s message that drug testing can be carried out at any time.
There is no better way to engage with motorists than with digital landmark billboards. When coupled with the power of dynamic ad serving these digital sites become a vital tool in raising awareness and impacting decision-making.
Steve Bovey, General Manager - Operations at QMS
The hard-hitting campaign was developed by TAC’s creative agency Clemenger BBDO Melbourne and delivered by media agency Posterscope in association with QMS and Liveposter.