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On the weekend people go to the movies, and to make sure they pick the right film to watch JCDecaux and Roadshow partnered to make a fully immersive activation at Southern Cross Station in Melbourne’s CBD for Kong: Skull Island. The station takeover premiered yesterday (Friday), just like the film itself.
From 6 – 13 March ‘Kong will be King’ at Southern Cross Station with a giant 6m x 3.75m x 3.2m skull replica dominating the entrance to the station.
For the entire month of March, Southern Cross station will be transported to a place where myth and science meet. Large scale banners cascading from the station roof, accompanied by digital content on large format 4:3 digital screens, will dominate the space – creating a fully immersive environment that introduces commuters to the mysterious and dangerous home of the king of the apes.
Providing proof that monsters exist, audiences have the opportunity to pose for a photo with the giant replica skull. By using the #KongSkull hashtag, user-generated images will instantly appear as dynamic digital content on the landmark water tower clock that features at Southern Cross Station through JCDecaux’s SmartContent platform.
“This is an exciting first for us,” said Alan Klein, Head of Creative Solutions, JCDecaux. “The unmissable activiation provides the perfect opportunity to showcase how traditional Out-of-Home can be augmented with mobile interaction. The dynamic, user-generated, activity on the Clock highlights the immediacy and responsiveness of our digital screens.”
Age Conte, Product Marketing Manager, Roadshow said: “A big part of our campaign is about bringing the world of Kong to life in a way that allows consumers to experience the overwhelming scale of Skull Island and the monsters who rule it. A domination of Southern Cross Station provided the perfect high traffic, big expansive spaces to do exactly that.”
The skull will be dominating the entrance to Southern Cross Station from 6 – 13 March, with the Station Domination live until March 19.
Media Agency: OMD
Creative Agency: JCDecaux Creative Solutions