CADA chose to partner with Revolution360 to use out-of-home to intercept busy Gen Zs and Millennials in their everyday commutes with colourful street posters that drive awareness of CADA talent and sample content, gain a presence in youth skewed environments, and mirror the conventions of music marketing for cultural clout.
The aim of the street poster campaign is to also drive a social media campaign through metro poster activity across transit-based locations, with ability to ‘own’ cultural hot spots. Street poster locations included Enmore Road, in Sydney’s Newtown and Melbourne’s Swan St and Stewart Corner in Richmond.
An accompanying social competition encouraged consumers to take a picture with any CADA street poster, upload them to Instagram and tag @cada.au and hashtag #CADATKL for their chance to win a VIP experience with @thekidlaroi. CADA talent, such as Flex Mami, Froomes, and Avneesha promoted the competition to their audiences.
More than 1,380 street posters have launched in Sydney, Melbourne, and Brisbane in the first phase of the campaign.
“We are thrilled to be a part of CADA’s brand launch and have loved seeing their creative execution come to life on street posters across the Eastern Seaboard. The aim was to rally fans, engage the community to spark conversation and cultural momentum. The campaign looks fantastic with street posters being such a perfect medium for this new station, not to mention a little sky writing which they threw in the mix to really make the eyes look up and build on the campaign. We look forward to continuing to support CADA with this and other campaigns,” Revolution360 national head of sales, Josh Fitzgerald, said.