JC Decaux puts a lava lamp inside a tram stop for Momentum Energy
Momentum Energy’s new ‘Get Happy’ marketing campaign by JC Decaux features a lava lamp installed within a transport shelter in Melbourne.
The campaign has been launched by JC Decaux across Victoria, and commuters waiting for a tram at a high traffic shelter on St Kilda and Commercial Roads in Melbourne will see a custom-built lava lamp, installed within a Citylight pane at the stop.
The entire shelter is also wrapped in branding for Momentum Energy, and there is an accompanying floor decal, creating an ‘immersive space’ for commuters.
JCDecaux head of creative solutions, Ashley Taylor, said the campaign for Momentum is aimed to lift the spirits of commuters across Victoria.
“The lava lamp build was a first for our team, and an industry first, and it’s always fantastic to work on new ideas for positive, fun campaigns. Momentum Energy’s focus is really about making people feel good, so we looked at ways to really enhance the campaign and engage with audiences in a unique way.
“As people in Melbourne re-start their regular commute into and out of the city, this campaign aims to bring a little bit of brightness and positivity by encapsulating all things warm and fuzzy for Momentum.
“The purpose of our team is to work collaboratively with our clients to bring great ideas to life – the success of our team is only possible when our clients succeed, and this campaign is a really great example of this.”
The campaign extends beyond the single tram shelter, with another special build by JC Decaux’s creative solutions team installed on the other side of St Kilda Rd.
It contains another shelter wrap and floor decal, as well as an animated lenticular poster that appears like dancing legs. There’s also a special trap decal on ‘the Glam Tram’, covered in sequins and sparkles.
Momentum Energy head of marketing, Naomi Morton, said the campaign was created to connect with commuters and prompt an emotional response.
“Even though every energy company sells pretty much the same thing, there’s a huge difference in how a company can make a customer feel about their choice,” she said.
“We want Victorians to feel good about us. Instead of rational messaging, we’ve taken a more emotional approach.
“We’re 100% Aussie owned and our parent company, Hydro Tasmania, generates more renewable power than any other business in Australia. You have to buy power, so why not choose a company that makes you feel happy?”
JC Deacaux recently launched its new proprietary creative effectiveness tool, OPTIX, which uses machine learning to review the visual effectiveness of creative and predict performance.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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