Media agency M2M Sydney has brought to life Sunglass Hut’s new #ELECTRIFYSUMMER campaign through outdoor media company’s Adshel’s Station Domination floor to ceiling format at key Sydney train stations.
At Martin Place train station in Sydney, the campaign is delivering ocean audio and illuminated visual elements specifically designed to give rail commuters a full sensory beach experience aimed at triggering a strong emotional response to the Sunglass Hut brand and its summer products.
Sunglass Hut launched a similar campaign last year at Martin Place station and following its success has extended the campaign to Central Station and Bondi Junction. The four week campaign will engage over six million commuter journeys* passing through Central, Martin Place and Bondi Junction train stations.
Sunglass Hut marketing director, Kate Grech said: “Our 2015 #ELECTRIFYSUMMER campaign featuring Global Sunglass Hut Ambassador Georgia May Jagger required an engaging activation to underpin our summer strategy. Following the success of last year’s award-winning campaign at Martin Place, we wanted to extend the activation to other key commuter locations in Central and Bondi Junction.”
Adshel head of marketing, Charlotte Valente said Sunglass Hut’s creative use of the Station Domination was indicative of major retail brands exploring the power of immersive outdoor activations: “Adshel’s Station Domination provides a high impact outdoor solution for any advertiser. The concentrated environment coupled with the scale and frequency of the Sydney Trains audience allow brands the opportunity achieve a strong connection with an affluent commuter audience.
“It has never been a better time to explore advertising opportunities across the Sydney Trains network, particularly with the effects of the Sydney CBD tram project which has seen an increase in commuters travelling by train.
“We are pleased to have delivered this exciting and immersive activation for Sunglass Hut bigger and better than the previous year.”
Client: Sunglass Hut
Creative agency: The Martin Agency
Media agency: M2M Sydney
Production: Adshel in-house