JCDecaux has commenced its premium Digital Citylight screen roll-out in Sydney’s CBD with a 24-hour responsive campaign in Sydney. Take a walk through Martin Place and some of the high pedestrian thoroughfares and precincts of Sydney’s CBD to experience the start of JCDecaux’s Digital revolution, with 84-inch Ultra HD Digital Citylight screens now in operation.
This is phase one of a much wider scale transformation, with the company unveiling roll-out plans for over 100 panels in Sydney’s CBD and beyond.
Bolstering JCDecaux’s dominance of Sydney’s savvy audiences, and metro locales, the new digital panels are part of JCDecaux’s ongoing commitment to enriching Australia’s urban environments.
“We are steadfast in our strategy to deliver to Sydney, Melbourne and Brisbane world-class street furniture infrastructure, and to the brands of Australia, unparalleled marketing solutions in the very best locations. At 84 inches, the screens are the largest of their kind in Australia,” Steve O’Connor, chief executive officer of JCDecaux commented.
“As exciting as it is for us to deliver such a big step forward in Sydney’s outdoor market, it is an equal thrill to be able to offer so much potential for marketing companies to reach and engage with their audiences in new ways. The new Digital Citylights panels are a broadcast medium, a targeted medium and a dynamic medium capable of real-time responsive messaging. We can’t wait to see what marketers and their agencies will do with these new capabilities.”
To inspire clients and showcase some of the abilities of the new screens, JCDecaux worked with creative team Alphabet Studio to tell a unique creative story of a-day-in-the- life of a Sydneysider across more than 5,700 images, evolving every 10 seconds.
“It’s literally a 24 hour responsive content campaign. As Sydneysiders woke on Monday to see the first of our screens ‘switched on’, the network connects to a live data feed and a 24 hour clock begins ticking,” Essie Wake, marketing director of JCDecaux added.
“The changing time of day then prompts a new image to display every ten seconds. So, as we become part of the City’s day, for 24 hours we told a familiar story – the day in the life of our audience. It was our way of saying ‘Hello’ Sydney”.”
Alphabet Studio art director, Paul Clark, explained how A Day in the Life of Sydney was created.
“The creative is essentially a 24hour stop motion animation, reflecting (as closely as possible) in real time the roll out of a typical day,” he said.
“By developing a character who actually lives in the JCDecaux Citylight network we had the opportunity to flex a bunch of creative muscles. Sydney gets to share the journey of his day – up close and personal. We watch him shave. He takes us to work on his bike. As the day comes to an end, he invites us on a date and we go dancing before retiring to bed for a dream filled evening.”
JCDecaux general manager, sales and marketing Max Eburne said, “Market feedback has been exceptional, the implementation of a digital platform in Sydney adds a whole new dimension to the JCDecaux offer.
“Our partners will benefit from greater campaign impact, as we combine the prime locations and inner city dominance of JCDecaux’s network with a format capable of dynamic messaging and greater contextual relevance.”
BIG W has partnered with Pinterest to launch its new spring collections campaign that was entirely shaped from key insights of what Pinterest users in Australia have been searching for on the platform ahead of the season. Their campaign will mark the first time BIG W is using Pinterest’s trend insights to provide people with […]
Snap is launching Lens Studio 3.2, which lets augmented reality creators and developers build LiDAR-powered Lenses for the new iPhone 12 Pro, allowing Lens Creators to build Lenses that leverage LiDAR technology, mapping AR experiences closely to the real world. The state-of-the-art LiDAR Scanner on iPhone 12 Pro and iPhone 12 Pro Max enables immersive […]
Are you busy executive on the run, but also a bit of a raging alcoholic? Well, it appears Kmart is the place to be today. The budget chain has just unveiled a new $25 handbag that comes with a secret booze dispenser. On first inspection the bag looks like your everyday nautical-themed striped shoulder bag, […]
Celebrity chef Pete Evans is once again dishing out the goods by suggesting “sunlight”, “self-love” and “hugging” could work as COVID-19 vaccines. Evans made the comments in a Facebook Live with Sunshine Coast anti-vaxxer political candidate Allona Lahn. Lahn is a candidate in the Queensland state election for the Informed Medical Options Party, who believes […]
The NRL’s night of nights, the Dally M Awards to recognise the season’s best players, turned farcical overnight after News Corp’s The Daily Telegraph accidentally published the winner three hours before the announcement. Just as players were gathering for the Awards, The Tele published an online story from its chief league scribe Phil “Buzz” Rothfield […]
Land Rover Australia today announced its all-new, iconic Defender is set to take centre stage in Seven’s highly anticipated new reality series SAS Australia, as the major automotive and key sponsor. The sponsorship announcement follows the launch of the Land Rover Defender, with the brand integration designed to showcase the vehicle’s unrivalled durability, design and […]
Seven’s new show SAS has proven a surprise hit amongst Aussie viewers, with 834,000 (according to OzTAM metro numbers) tuning in to watch a group of celebrities undergo grueling military-style physical challenges. Roxy Jacenko was the first celebrity to voluntarily withdraw from the competition after just six hours, while Schapelle Corby has emerged as a […]
It’s one of the greatest action blockbusters of all time and 32 years later Die Hard still resonates with the film’s star, Bruce Willis, reprising his John McClane character for a car battery range from supplier Advance Auto Parts. The spot’s the work of creative agency The Marketing Arm and is a surprisingly violent effort […]
Global digital creative agency AnalogFolk Sydney has created a moody new campaign to launch Hyundai’s new N-Line sports package for the i30Sedan, launching across YouTube, Instagram, Facebook, Twitter and cinemas. The 90-second launch film ‘After Dark’ takes a non-traditional approach to a traditional car category with dream-like sequences and a quirky, original soundtrack featuring deconstructed […]
GroupM Australia Chief Investment Officer Nicola Lewis has been promoted to Global Chief Growth Officer of Finecast, GroupM’s fast-growing Addressable TV business. In her new role, Lewis will work alongside Global CEO Jakob Nielsen and the global leadership team to supercharge the Finecast global footprint, with expansion into 20 countries over the next 24 months. […]
The 9th annual UnLtd Cup saw 24 teams across the industry kick goals for good with OMD taking home the coveted trophy. The annual futsal tournament organised by UnLtd, our industry’s social purpose organisation, raised over $55,000 for children at risk. The extremely competitive and high energy event was held over two days on 15 […]
Global fashion retailer, H&M has announced the launch of its highly anticipated online store in Australia at hm.com. From today, Australian customers will have access to quality clothing at the best price, made in a sustainable way with the simple click of a button. H&M is committed to offering customers more sustainable fashion with all […]
Gillette France has released a new campaign created in collaboration with rookies from the Kourtrajmé film school and creative agency Marcel. With the campaign “Look Like The Man You Really Are”, produced in collaboration and directed by students of Kourtrajmé’s film school, Gillette takes a fresh look at French men, both in their “shaving” moments […]
Cannes Lions has announced the creation of its new masterband, LIONS. Building on 67 years of championing creative excellence, LIONS aims to drive progress through creativity and support the global community on their creative journeys, day in, day out. Speaking at the October edition of LIONS Live, which is taking place this week, Simon Cook, Managing […]
Val Morgan Digital (VMD) has hired four new team members with Alyce Thomas and Claudia Pearce joining as Agency Partnership Managers, Nicola Laing as Strategy & Content Manager and Jack Revell taking on the role of Branded Content & Weekend Editor of TheLatch—. The expansion follows consistent month on month growth at TheLatch—, which reaches 400,000 […]
KITKAT is launching a global campaign, inviting everyone to join in the celebration of the 85th anniversary of the brand. Created by Wunderman Thompson, it raises awareness of a social media competition to help people mark the occasion of KITKAT turning 85 in 2020. The campaign highlights that, at this unique moment, KITKAT will make […]
Following a period of sustained growth and client wins, B2B technology marketing consultancy, Splendid Suggestions, has laid some solid foundations to support the business through the next phase of growth. Off the back of a number of organic referrals from Australian–based clients sharing success with global counterparts, Splendid has recently appointed London-based Jess Littlewood (right, pictured), to lead the UK business and grow the new regional team. Of the appointment, Tim Sands, Co-Founder and Managing Director of Splendid says “Jess […]
VMG Digital, which creates bespoke, mobile-first video creative, optimised for social media platforms, today announces it has been appointed as a global Creative Marketing Partner for the TikTok Marketing Partner Program. Since launch in August 2020, the TikTok Marketing Partner Program gives brand marketers access to tools to create, measure and optimise ad campaigns on […]
Independent media agency MediaSmiths today announced the appointment of senior media executive and former insights lead for independent agencies and direct clients at Nova Entertainment, Natalie Murray, as a new Senior Account Planner/Buyer. Murray will be responsible for end-to-end management, planning and buying for several of the agency’s key clients, ensuring outcomes are delivered. She […]
IAB Australia today announced Playground xyz and Are Media (formerly Bauer Media) as the winners of its inaugural IAB Australia MeasureUp Awards. Selected by the members of the MFA Interactive Committee, the winners will present their research during the 4th Annual MeasureUp conference which begins today. Playground xyz was awarded Best Advertising Effectiveness for its […]
Stockland has partnered with Sydney-based presenter, stylist and author Jules Sebastian on a six-part Instagram TV recipe series – with episodes released monthly – in an effort to inspire customers to create healthy, easy-to-make meals from their kitchens at home. The series kicked off this month with an online demonstration from Jules on making the […]
Understanding the complexities of the tax system is enough to put anyone to sleep. Now H&R Block in conjunction with creative agency The Works, are giving Aussies the opportunity to enter into a peaceful slumber by listening to the soothing sounds of the Australian Tax code. ‘Taxation Relaxation’ is an Action for the Google Assistant […]
Industry superannuation fund, Cbus Super, has ramped up its focus on the retirement market with a new national campaign developed by The Shannon Company (TSC). The spot follows a worker’s morning routine as he transitions from employment to retirement, warmly demonstrating how some things in life don’t have to change. With COVID restrictions ruling out […]