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.
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.