May 2022

LUMO Labs and MBM inspire great debate with new dynamic campaign for Vogel’s

LUMO Labs has partnered with MBM to launch a dynamic omnichannel digital out of home (DOOH) campaign, ‘Vogel’s vs Vogel’s’.

The partnership between MBM and LUMO Labs has many Kiwis expressing their votes for Vogel’s in the campaign titled ‘Vogel’s vs Vogel’s’. The campaign encouraged bread lovers to share their opinion on how they store, eat and even cut, Vogel’s.

MBM was able to utilise LUMO’s LED screens to drive high engagement during the voting period. Live results were pulled from social media results and updated across the nationwide network, where it was displayed to LUMO’s mass reach audience.

The creative design by DDB is an impressive display of how a brand can leverage social engagement to fuel a DOOH campaign. MBM used 14 live social feeds pulled from Instagram and Facebook votes. Already passionate Kiwis have expressed their thoughts with the campaign seeing over 33,000 votes.

Jamie Snow, Head of Digital Design for LUMO Labs, says the creative studio has seen a huge surge in demand for dynamic DOOH campaigns from both agencies and clients.

“We’re seeing more agencies start to realise the capabilities of DOOH, and through that more creative thinking is being applied to the channel. Our work across this dynamic campaign assisted MBM in a true omnichannel approach, taking the campaign’s effectiveness to a new level and securing great engagement past just social media interaction.”

Vogel's Vs Vogel's on LUMO - Anzac

Marika Allen-Jennings, Senior Planner at MBM adds: Vogel’s vs Vogel’s is not only a fantastic way to engage with our audience, but also a way to increase our omnichannel capabilities through adding a DOOH element. Partnering with LUMO Labs was the perfect choice for their ability to help us create a dynamic campaign, and bring the interactive campaign to life outside of social.”

Victoria Lyne, Brand Manager for Vogel’s says: “Vogel’s vs Vogel’s focuses on what makes Vogel’s so unique and draws on some of the amazing idiosyncrasies and rituals New Zealanders have with their Vogel’s. Everyone enjoys Vogel’s in their own special way, and we wanted to embrace that by bringing those fundamental brand truths to life in an exciting and engaging way. We’re thrilled with how DDB, MBM and LUMO have brought this innovative campaign to life, and can’t wait to see the final results.”

The campaign is live across LUMO screens in Auckland, Hamilton, Tauranga, Wellington, and Christchurch.

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