Originally published: Mi3, 11 June 2026
A national out-of-home advertising campaign for AirWallex targeting senior business decision-makers delivered a 386 per cent jump in brand awareness, highlighting the growing importance of reach and frequency in building emerging brands.
Airwallex, in collaboration with Accenture Song and oOh!media, executed a multi-format Out of Home (OOH) campaign across Australia. This initiative was aimed at enhancing brand awareness and familiarity among high-value decision-makers. The campaign utilised oOh!media’s extensive national network, targeting premium locations such as airports, Qantas lounges, office towers, retail spaces, street locations, metro rail, and billboards.
The campaign achieved a 386% increase in brand awareness, a 267% lift in familiarity, and a 180% rise in consideration. Notably, nine out of ten individuals exposed to the campaign reportedly took action, demonstrating the campaign’s effectiveness in engaging its target audience. The campaign generated over 184 million impressions, reaching five times the audience compared to a billboard-only approach. Furthermore, 90% of the exposed audience encountered the campaign multiple times, underscoring the significance of frequency in media strategy.
Jennifer Snell, marketing director ANZ at Airwallex, stated, “This campaign was our largest brand campaign to date, designed to fundamentally shift how businesses understand who we are and what we offer. Our ambition was to position Airwallex as the future of finance by showcasing the full breadth of our platform and challenging outdated, ‘clunky’ ways of managing global financial operations.”
The campaign’s audience-led planning and multi-environment execution were pivotal in driving both reach and relevance. Research conducted by Pureprofile involved a sample size of 1,011 respondents from Sydney, Melbourne, Brisbane, Adelaide, and Perth, focusing on C-Suite executives and managers.
