The vintage Cosmo Kombi, is stopping at key events targeting 18 to 25 year old Australian women such as University O Week celebrations and hot spot sampling at high traffic events.
The Kombi will drive engagement at over 70 activations throughout the year where readers spend time, such as beaches, markets and university precincts, giving away magazines and samples from the magazine’s advertisers, and putting on music and food at some sites.
oOh!’s CEO, Brendon Cook , said: “We’re bringing to life the Cosmo brand by engaging with 18 to 25 year-old women on their turf, using multiple away-from-home channels.
“This campaign is a great example of how more advertisers not only want to reach mass audiences, but also engage with them away from home.
“This activation perfectly captures the target audience with no wastage, and provides a bridge between online and real time experience.”
The meet and greet campaign provides instant feedback.
“At each activation readers are encouraged to comment and upload their photos through Twitter, Facebook and Instagram.” Mr Cook said.
Marketing Project Manager Jillian Hogan at Bauer Media said: “The touring Kombi has enabled us to connect with our readers one on one and bring Cosmopolitan to life..
“It positively reflects the editorial philosophy we have had in place since our inaugural edition in May 1973 of ensuring we deliver a complete lifestyle experience for our readers.”
The touring Cosmo Kombi is part of a larger away from home campaign including Retail Large Format and ShopaLites as well as signage across oOh!’s Study and Fly environments.