Digital first for NorthWest Shopping Centre

Northwest shopping centreoOh!media announced today it will build New Zealand’s first full-motion digital banner capable of displaying full motion creative as part of its contract to create the most advanced digital advertising network for Auckland’s NorthWest Shopping Centre.

The owner of the new centre in Auckland for more than seven years, DNZ Property Fund, has appointed oOh! to build and manage a world class advertising network for its new 27,000sqm NorthWest Shopping Centre that is set to open this October.

The NorthWest Shopping Centre, which will form the heart of a new regional town centre at the intersection of the North Western and Upper Harbour motorways, will provide a modern retail facility to a substantial catchment that is growing in size and affluence.

The centrepiece of the centre’s digital network will be the large format, double-sided digital banner that will hang above and dominate the centre court that includes approximately 100 specialty stores, a Farmers department store and a Countdown supermarket.

oOh! will also install 22 retail panels including its latest generation digital and static panels, all of which are NFC and QR code enabled so advertisers can engage with shoppers beyond the panel via their mobile phones.

CEO of oOh!, Brendon Cook, said the digital network being built for NorthWest will set a new benchmark for the future of New Zealand’s out of home and retail advertising. “We’ll be showcasing world leading digital technology and drive new levels of shopper engagement in a high-quality retail environment,” he said.

“We are very excited to deliver the first large format, full motion, double-sided digital banner, which can run adapted television creative to create a huge impact with shoppers.

“This new development will be attracting shoppers from a trade area of some 220,000 people, including 65,000 residents within the primary catchment and this will only grow as it is in the heart of the largest urbanisation project in NZ.

“What’s more, the per capita retail expenditure within the area is well above the national benchmark and forecasts suggest that the total retail expenditure from the trade area will eclipse $4 billion by 2026.”

Roy Stansfield, GM of DNZ Property Fund, said: “We are delighted to have oOh! work with us to bring NZ a new and exciting shopping centre. The NorthWest Shopping Centre appointment extends oOh!’s relationship with us to a total of three DNZ shopping centres, with agreements already in place for Johnsonville Shopping Centre and Silverdale Shopping Centre.”

Cook said the contract win, which follows on from oOh!’s appointment of former OMANZ GM, Adam McGregor, to head up the NZ operation, increases oOh!’s footprint of major NZ shopping centres, with a total audience of six million shopping visits per fortnight.

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