Outdoor media company Adshel’s latest special build has resulted in an experiential activation by technology company Philips called #Huetown, showcasing Philips Hue – a web-enabled LED connected lighting system for the home.

Converting a Newtown bus shelter into an interactive light and music showcase, Philips set-out to engage a dynamic commuter audience. Cross referencing Adshel’s sites with Roy Morgan’s Helix Persona data, Newtown was an obvious choice for targeting the desired ‘Metrotech’ segment, with Philips looking to leverage social media engagement to extend the campaign through social channels.

Sitting at the fork of King Street and Enmore Road, the #Huetown campaign achieved over 2,000 physical interactions in its first week, as well as social chatter across Twitter and Instagram. With visitor interactions highest across weekdays during peak commute times, the installation also enjoyed strong screen touches over the long weekend.

The special build is designed to offer the general public an insight into one of the Philips Hue feature – syncing Philips’ colour-changing LED bulbs with an interactive music panel. At the bus shelter, commuters can enjoy music and lights that represent various areas of Sydney, from the heady beats of Potts Point to the laidback vibe of Bondi Beach.

As part of the experiential activation, Adshel’s Immerse team also installed 24 Wi-Fi-connected Philips Hue light bulbs along the roof of the shelter and then created a touch sensitive poster panel featuring iconic locations of Sydney and built-in speakers. From there, commuters simply select a location and let the show begin.

Adshel’s chief revenue officer David Roddick said Adshel’s Immerse products set the company apart from the competition: “Embracing creativity is part of Adshel’s core offering to customers. Through our Immerse team we bring extraordinary ideas to life and turn them into real-world experiences. #Huetown is another great example of how out-of-home can engage an audience.”

Philips’ consumer marketing manager Michelle Drummond added: “Our homes have changed radically over the past century; so too has the lighting technology. #Huetown aims to inspire Australians with ideas for how Philips Hue can connect to your home to enhance a space, heighten a mood or simply ease day to day life, like never before.”