Backstage footage from the Virgin Australia Melbourne Fashion Festival (VAMFF) was displayed live on two of Melbourne’s most prominent outdoor digital billboard sites.

APN Outdoor and Posterscope Australia are behind the digital out-of-home (DOOH) campaign for the retail giant, which also encouraged commuters to seek out more related content using #thefashionproject.

Mark Fairhurst, general manager of sales for APN Outdoor, says, “David Jones’ activation highlights many key strengths of large format digital; creative flexibility, impact and immediacy. Digital Billboards provide advertisers with the opportunity to schedule real-time messages at the most critical time for maximum engagement. Not only does this command attention from a targeted audience, but it also drives consumer interaction.

“We congratulate Posterscope and Isobar on the creative execution and encourage other clients to explore the unlimited potential of large format Digital Billboards.”

Joe Copley, managing director, Postercope Australia also commented on the campaign, saying, “Digital OOH provides more screens for content, as well as ‘ads’, and allows us to extend the campaign touch points, delivering through the line coverage of the event as it happens.”

“The flexible timing of the placements and ability to target people whilst they are mid-commute provides us with the ability to create a more contextually relevant and meaningful experience. With a device handy and time to spare whilst commuting, it can also provide a perfectly timed prompt to access more content on the web.

“This idea came about in collaboration with our Isobar colleagues, as an extension of their work with David Jones. It’s a good example of how DOOH can enhance live or time specific communication in our convergent world,” she says.