Integrated campaign by Bonfire and Meerkats makes this billboard famous

Digital marketing agency, Bonfire, has breathed new life into a Mosman Park billboard with its integrated campaign, ‘This Billboard’.

Explaining the idea behind the campaign, Bonfire CEO, Clay Cook said: “Although Bonfire is a digital marketing agency, we still appreciate the value that offline advertising has to offer. We’ve dabbled in billboard advertising in the past, but this time we wanted to take it a step further and extend it into the online world. The This Billboard campaign allowed us to show the value of digital marketing in a creative and clever way.”

The premise behind the campaign is that if Bonfire can take an inanimate object like a billboard and build its profile and popularity online, imagine what it can do with a real business.

After developing the strategy in conjunction with Meerkats, the Bonfire team built a new website for the billboard and used their SEO expertise to get the website at the top of Google for the term ‘this billboard’. When Perth drivers go past the billboard on Stirling Highway in Mosman Park, they’re invited to Google it, where they will see the website at the top.

Social media was a key part of the campaign, delivering critical exposure and engagement for This Billboard, through platforms like Facebook, Twitter and Instagram.

Cook said in less than one month, This Billboard’s Twitter fans and interactions include some notable ‘Perthonalities’ such as Nat Locke, Candice Barnes, Heidi Anderson, John Cooke, Gemma Tognini, Daniel Hatch, Vetti Kukalas, Carmen Braidwood and Amy Zempilas.

“It was an ambitious venture for us, but one that has certainly paid off,” said Cook. “The response we have received in just a few weeks has been overwhelming; the campaign has generated plenty of discussion both online and offline here in Perth and across Australia. It just goes to show that online and offline can come together to deliver an impressive marketing result.”