Vegemite returns serve with bolder dynamic campaign
After the success of the 2019 “Tastes Like Australia” live billboard campaign, Vegemite and Thinkerbell raised the stakes for the summer of 2020 by broadcasting messages of support for ambassador, Ash Barty as well as live custom commentary for the AO across 19 premium QMS digital billboards.
Working collaboratively with QMS, Thinkerbell had access to a custom portal where they were able to log in securely, create and edit each billboard creative on the fly, before publishing it to be seen by thousands of Melbournians.
Co-founder and Chief Creative Tinker of Thinkerbell, Ben Couzens said, “This year we upped the ante with a lot more billboards across Melbourne to broadcast our bespoke Vegemite messages.”
Live Content Updates
The backend system that QMS have developed was amazing to use. It has totally removed the middle-man.
Ben Couzens - Co-founder and Chief Creative Tinker of Thinkerbell
“The team at Vegemite and Thinkerbell were able to watch the tennis, come up with headlines about what was happening live on court, log into the system, update the artwork and despatch to all sites faster than you can say “Ash Barty”. The creative possibilities with this new system are endless.”
QMS General Manger – Strategy, Christian Zavecz said that advertisers like Vegemite and agencies like Thinkerbell are helping redefine what is possible when it comes to out-of-home.
“Our continued investment into building world leading digital assets has meant that our backend systems can allow us to work hand in hand with advertisers and their agencies to tap into the truly dynamic nature of digital out-of-home with ease and simplicity.”
Advertisers like Vegemite and agencies like Thinkerbell are helping redefine what is possible when it comes to out-of-home.
Christian Zavecz - General Manager of Strategy QMS
Vegemite’s Tastes Like Australia dynamic campaign was live across Melbourne throughout Ash Barty’s summer tennis campaign with some truly memorable and tongue in cheek messages like
“Tastes like: The Barty Party is just getting started”;
“Tastes like: Chucking a sickie to go to the tennis” and;
“Tastes like: Being Young Australian of the year, go Ash!”.