Page 38 - Conveniece World Magazine Nov/Dec 2020

MARKETING MIX RED BULL AND AMPOL TO CO-SPONSOR TRIPLE EIGHT Ampol has expanded its partnership with Triple Eight Race Engineering to become co-naming rights sponsor alongside Red Bull. Ampol will join Red Bull as co-title partner of the team, which will see Red Bull Ampol Racing take to the grid for the 2021 Supercars Championship season. The Ampol brand will feature predominantly on the team’s two Holden ZB Commodores, driven by seven-time Supercars champion Jamie Whincup and 2020 Bathurst 1000 winner Shane van Gisbergen. Ampol, according to the brand, is Triple Eight’s longest standing partner, having joined the team in 2005 and played a significant supporting role in every championship success. Ampol joins Red Bull, which entered the series with Triple Eight in 2013 as naming rights partner, together claiming four Drivers’ Championships and five Teams’ titles. The partnership with Red Bull Ampol Racing “brings to life” Ampol’s commitment to delivering the world’s best fuels technologies and high performance for all customers. The expanded partnership will allow Ampol and Red Bull to continue their “extremely strong” relationship through consumer activations, with past activations such as ‘Join the Crew’ and ‘Red Bull Racing Line’ surpassing KPI targets for both businesses. Red Bull Ampol Racing will officially launch the new-look team and fresh liveries at the beginning of 2021. ADLUDIO PARTNERS WITH INSKIN MEDIA IN AUSTRALIA Sensory mobile advertising company Adludio has partnered with multi- screen, rich-media display advertising specialist Inskin Media, which now exclusively represents Adludio products in Australia, enabling marketers to have direct access to Adludio’s “premium and engaging” ad units that are said to be built specifically for mobile audiences. As Australians shift from being desktop users to avid mobile users, mobile advertising now makes up a significant portion of all advertising in the region. In fact, in its latest report, the IAB Australia, the trade association for online advertising, reported a 28.4 per cent increase in mobile advertising, including search and display, up by $1 billion to $4.6 billion in 2019. Adludio co-founder and CEO Paul Coggins says the partnership is a crucial strategic play for the business in a rapidly growing region. “Since launching Adludio in London in 2012, Adludio has grown its global footprint to expand to Singapore, Hong Kong and, most recently, Taiwan,” he said. “This partnership with Inskin Australia is a testament to our constant evolution and development of Adludio in the APAC region. Through this partnership with Inskin, we’ll be able to present innovative Australian advertisers with a more robust offering to engage mobile audiences in the region.” Adludio’s proprietary technology integrates the use of a physics engine to bring gamification into the ad units, enabling mobile audiences to interact with the interface through intuitive actions such as swiping, dragging and tapping the screen. Adludio’s algorithms also analyse anonymous audience engagement data to optimise in real time and deliver very high engagement rates across mobile devices, the company says. Inskin Media APAC General Manager Georgia Woodburne says the two companies share the same values and both believe in the importance of a well-designed, outstanding creative. “Becoming Adludio’s exclusive reseller is a fantastic commercial opportunity for both parties,” she said. “By combining the best of our premium ad formats together with Adludio’s built-for-mobile capabilities, we’re presenting Australian brands even more opportunities to create immersive experiences for their mobile audiences. We’re thrilled to kickstart this partnership with Adludio.” 36 CONVENIENCE WORLD NOV/DEC, 2020