Gillette looks to dynamic billboards

Gilette54Razor manufacturer Gillette has embarked on a new digital marketing campaign that will see its new Proshield product displayed alongside dynamic billboards that display sports news.

The activation, which will be brought to “key stations” in Melbourne and Sydney, will leverage a partnership with APN Outdoor’s digital billboard technology XtrackTV.

Gillette advertising will be displayed on the top and bottom of live sports updates on station platforms and will compound the company’s static billboard presence, which has been a part of its marketing mix since late 2016.

APN Outdoor CEO Richard Herring said the move was a vote of confidence in his company’s digital billboard technology and was a sign of “great things to come” for railway advertising.

“In the coming months, the content opportunities in this space are set for further transformation and as technology continues to improve and our footprint grows, the opportunities are truly exciting,” he said.

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