V Energy Drink this week launches a special campaign during the Sydney Gay and Lesbian Mardi Gras with an Australian first out-of-home execution by JCDecaux that offers passers-by the opportunity to make themselves a little more fabulous.
“The fabulous hit that improves you a bit” campaign will also feature V Energy Drink’s limited edition rainbow can, specifically created for Mardi Gras. In addition to the photobooth panel, V Energy Drink’s rainbow can will also appear in a JCDecaux ‘spangley’ panel with real rainbow coloured sequins to dazzle CBD pedestrians.
The interactive JCDecaux touchscreen has an inbuilt selfie camera, interactive digital screen and printer. It allows people to take photos and embrace the spirit of the event with filters and stickers, such as tiaras, feathers and big lips. Users can then print the photo directly from the screen or have it emailed to them where they can share the images via their social media channels.
The spangley panel features eight inbuilt fans so the sequins are constantly moving and shimmering for maximum effect. The rainbow sequins match the colours of the V Energy Drink can.
“The combination of a digital touchscreen linked to an instant printer is an Australian out-of-home and JCDecaux first and a compelling way for participants to receive instant value from interacting with a campaign. It’s a perfect way to engage people with V Energy Drink and the Mardi Gras celebration,” said Alan Klein, head of creative solutions, JCDecaux.
“Our spangley panel is also a real head turner in the CBD, especially at night when the sequins really sparkle. We are delighted to be working with Frucor on such an innovative, fun out-of-home campaign.”
Frucor brand manager, Alana Lucci, said: “This is the fifth year V Energy has supported Sydney Gay and Lesbian Mardi Gras. We are delighted to be able to play just a small part in the overall growing success of the event.
“Mardi Gras has always brought colour and vibrancy to the city and makes Sydney just that little bit more fabulous. Every year we hope to make festival goers a bit more fabulous and this year we are looking forward to extending this beyond the parade with this fun, interactive panel.”
The campaign will run in Pitt Street Mall and Martin Place in Sydney’s CBD from 28th February until 6th March.