.png)
OMO Professional had a heavy-duty laundry liquid built to shift the grease, oil, and mud of trade work. Human Digital built the visibility to match it, right on the roads into Bunnings.
Bunnings is where trade purchase decisions get made, and for Melbourne's tradies, the drive there is where consideration starts. It is a busy, mobile, hard-to-reach audience that traditional media struggles to reach. OMO Professional had the product to compete. What it needed was to be seen at the right moment.
The Challenge
OMO Professional needed to build trade visibility and drive incremental growth through Bunnings across Victoria, in a market where tradies are busy, mobile, and hard to reach with traditional media.
The brief was to concentrate impact where it mattered most: high-value trade routes and freeway corridors feeding into key Bunnings stores, rather than broad statewide coverage. With a defined 90-day window and a tight budget, every dollar had to work at the point of commuting and purchase intent.
The Human Digital Solution
We worked with the Unilever Professional team to build a Digital Out of Home campaign targeting Melbourne's busiest trade corridors, placing OMO Professional messaging where tradies and small business operators were already looking: across the West Gate Freeway and surrounding M1 network, in the moments just before a Bunnings run.
Site selection was deliberate. Panels were chosen for proximity to key Bunnings warehouses and high traffic density along commuter routes, so the creative landed at the point of intent rather than competing for attention in the wrong place. The creative itself, "You Sort The Repairs, We Sort The Tough Stains," was built for a six-second freeway read: a clear headline, a bold product hero shot, and immediate association with Bunnings availability.
Alongside the paid buy, we secured a bonus allocation of additional inventory, giving the campaign more airtime than the original media investment alone would have bought.
The combination worked. Paid placements delivered consistent, reliable reach across the flight, hitting 97% delivery against the contracted buy. Bonus inventory extended that reach well beyond plan. And a tightly targeted geographic footprint meant the budget was concentrated where it would do the most good, rather than spread thin across the state.
What We Delivered
- Digital Out of Home strategy and site selection across Melbourne's key trade corridors
- Creative built for high-speed legibility and freeway visibility
- Paid Road placements across VIC panels near priority Bunnings stores
- Secured bonus inventory on top of the paid media buy
- Ongoing delivery tracking and campaign reporting via Seedooh
- Reach and frequency analysis to validate audience impact
The Impact
- $39,200 in media spend generated $993,655 in total media value, a 96% discount and $954,455 in savings
- Bonus inventory over-delivered at 244% on top of the paid buy, extending airtime well beyond the contracted plan
- 5,130,574 impressions delivered across Melbourne's key trade corridors, nearly 5x the original benchmark of 1,055,054
- Reached over 30% of the Melbourne P18+ audience (30.21–30.35%) at an average frequency of 3.65
- Paid placements hit 97% delivery, playing 23,673 of 24,192 booked plays across both VIC panels
- Total Campaign Impact Score of 2.4, reflecting strong attention and message retention among commuters
For a tightly targeted campaign on a modest budget, that is a strong return. Reach well beyond plan, bonus delivery that stretched the budget further, and a creative that held up to Melbourne's freeway traffic.
