A giant skull has been placed in Melbourne’s Southern Cross Station, as part of an activation to celebrate the premiere of Kong: Skull Island in Australia on March 9.
The skull will be at Southern Cross Station between March 6 and 13
Created by JC Decaux, the out of home activation includes a skull replica at the station’s entrance, as well as large-scale banners and digital content on large format screens.
The campaign, which will run all throughout March, aims to create a “fully immersive environment that introduces commuters to the mysterious and dangerous home of the king of the apes”, a statement from JC Decaux said.
Using the #KongSkull hashtag, commuters can have their photographs featured as “dynamic digital content” on the station’s water tower clock, which will be powered by JC Decaux’s SmartContent platform.
Alan Klein, head of creative solutions said the activation was the “perfect opportunity” to show how traditional out of home can be integrated with mobile.
“This is an exciting first for us,” said Klein. “The unmissable activation 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.”
Commuters can take photos of the activation and use the hashtag to see themselves featured on the water tower clock
“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,” said Age Conte, product marketing manager at Roadshow of the 6m skull.
“A domination of Southern Cross Station provided the perfect high-traffic, big expansive spaces to do exactly that.”
The campaign will run throughout March, with the skull featuring at then station’s entrance until March 13 and the ‘Station Domination’ live until March 19
- Client: Roadshow
- Media Agency: OMD
- Creative Agency: JCDecaux Creative Solutions