BLUNT partnered with oOh! as part of the Neo launch campaign to reach shoppers when purchase consideration is at its highest, by using high-impact digital video and proximity-targeted placements.
+%
Website traffic (launch day) vs previous day
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Website traffic (launch day) vs 1 week prior
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Visitation uplift week on week
Campaign objective
BLUNT partnered with oOh! as part of the Neo launch campaign to reach shoppers when purchase consideration is at its highest, by using high-impact digital video and proximity-targeted placements.
Objective: Strengthen brand visibility in key retail environments while driving purchase consideration close to the point of sale.
Campaign timing:
July – August 2026
Category:
Fashion – Accessories
Active Markets:
Nationwide
Formats:
Retail Small Format
The oOh! Solution
Leverage a digital Retail Out of Home strategy:
Combining broad-reaching digital screens within high-traffic shopping centres and proximity-targeted placements surrounding key retail locations. This dual approach enabled the brand to maximise visibility throughout the shopper journey while reinforcing product availability near purchase destinations.
What did the data tell us?
BLUNT reported strong results following the campaign launch, with website sessions reaching 4,350 on day one – up 299% from the previous day. Of those who purchased, 75% were first-time buyers. We were pleased to play a role in the broader campaign, which supported BLUNT’s launch and introduced the brand to new audiences.
Key Insights:
+%
Website traffic (launch day) vs previous day
+%
Website traffic (launch day) vs 1 week prior
+%
Visitation uplift week on week
x
Reached check-out rate
x
Conversion rate
Why the campaign was effective
The BLUNT campaign delivered on key ROI planning and creative principles:
Maximise Geographic Coverage / Planned to 1+ Reach
BLUNT Neo was planned at national scale across oOh!’s Retail network, maximising reach across both metro and regional audiences.
Research from Analytic Partners shows that campaigns using OOH across metro and regional markets deliver 21% higher ROI than metro-only campaigns.
The study also found that reach-led strategies achieve ROI of 114%, compared with 81% for highly targeted approaches.
Creative Designed for Format
BLUNT Neo harnessed the power of video across oOh!’s Retail network, using motion to showcase the Neo colour range and maximise creative impact.
Research consistently demonstrates that video attracts up to 2.5x greater attention than static imagery, making it a highly effective format for driving awareness and engagement.
Combine with Digital (Online) Mediums
BLUNT Neo combined the proven ROI strength of Retail with the amplification power of OOH. By leveraging oOh! Retail alongside digital and social channels, the campaign created a strong real-world presence while extending reach and engagement online.
Research shows the combination of Digital and OOH can deliver ROI of 146%, outperforming TV-only benchmarks.
Creative Effectiveness
Creative effectiveness was a key driver of the campaign. By aligning to all six of oOh!’s creative best practice principles, BLUNT Neo combined simplicity, distinctive brand assets, and bold use of colour to maximise attention and recall.
The colour palette highlighted the full product range, while BLUNT’s iconic typography reinforced brand recognition and brand equity.
“The launch of BLUNT Neo required a multi-channel approach to engage consumers, shoppers and retail partners alike. Our campaign with oOh!media helped build awareness of the Neo range and strengthen brand presence in key shopping precincts, while proximity-led targeting directed shoppers to nearby retail locations where they could purchase.
The ability to connect brand-building with action at the point of purchase made the campaign highly effective and contributed to BLUNT Neo becoming the most successful NPD launch in the company’s history.”
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